Tips to Professionally Segment Your Email List
Would you like to see more of your target audience members reading your emails and responding to your calls to action? If yes, it’s high time you start following the steps of the smart marketers to make your email marketing campaigns more effective. One of the strategies that these successful marketers use is professional email list segmentation. This guide presents to you some secret hacks that these marketers use to segment their email lists.
Before we proceed, what is email list segmentation?
Well, email list segmentation is dividing your email list into smaller segments (groups) using a certain criterion to ensure that you are sending highly targeted emails to your email subscribers. Upon understanding the particular factors that set each group apart from the rest, you can then create content that relates to the specific traits of the group.
Perhaps you are wondering why you should segment or personalize your email list. Well, research shows that the transaction rates of personalized emails are six times higher as compared to the non-personalized ones.
As your email list grows, you’ll realize that people join your list at different stages with different requirements. Some people on your list will be new subscribers just seeking your downloadable offer in exchange for their email address, while others will have been on your list for some time and your relationship with them will be different. Some people will already be customers and others will still be on the fence, looking for more proof before they make a purchase or commitment. There will also be some subscribers that never interact or purchase on your list. For this reason, list segmentation is a way to nurture your subscribers’ relationships at different stages.
Having understood the importance of email list segmentation, there’s something else you need to know before we introduce you to our magical tips. Let’s have a look at the best practices for email segmentation.
Best Practices for Email Segmentation
Each business is unique. As such, your email list segmentation approach will be different from another marketer’s. Nevertheless, there are numerous basics that every serious email marketer needs to have for proper and effective email list segmentation. They include:
- Email Segmentation Software
when you’re choosing an email service provider, ensure that they will allow you to segment your email list. On this note, some of the best email service providers you can consider counting on for your email list segmentation include HubSpot, MailChimp, Aweber, Constant Contact, and InsufsionSoft, among others
- Page-level targeting tools
There are certain tools that are specifically designed to help you create customized email opt-in forms and add these forms to the right email segments. In this case, OptinMonster is a great option as through its page-level targeting module, you can display distinct opt-in offers depending on where your visitors are located and how they interact with your website.
- Lead Magnets
Lastly, you should create several lead magnets that will encourage people who visit your website to identify themselves to certain segments in your email list. A lead magnet is simply an enticement that a marketer offers to prospective clients in order to get their contact information in return.
For example, you can make a certain lead magnet visible exclusively to your website’s blog post readers from a particular email segment.
Now that you know the basic tools you need to have, let’s jump to the main thing. Here are professional email list segmentation hacks that we’ve discovered for you to help you in your email marketing campaigns.
- New Subscribers
These are the people that have given their email address in exchange for something, normally an enticing offer or a solution to their specific problem. To attract more new subscribers, integrate an exit-intent popup into your website. Once your website visitor seems to exist, they’ll see the pop up that will lure them to subscribe to your email content upon clicking on it.
You shouldn’t leave these subscribers in the cold after taking their contact information. Instead, set up your autoresponder in a way that every new subscriber will be receiving an automatic ‘thank you’ email after they submit their email address. You can mimic Lululemon’s strategy by reminding your new subscribers of the benefits they stand to enjoy from the subscription. You can also inform them what you’ll be emailing them at a certain frequency, and possibly, introduce them into your blog.
The welcome email that Crayon sends to their new subscribers introduces the subscribers to an introductory article specifically tailored for them.
You shouldn’t stop at the welcome email if you are really determined to convert your new subscribers to customers. You should maintain active engagement with them by sending them a series of emails promoting your service or product.
There are various approaches you can use in creating a welcome or subsequent emails for your new subscribers. All in all, ensure that the emails introduce the subscribers to your best products or services. By so doing, you’ll have created a good foundation for your best relationship with them.
- Customer Preferences
Customer preferences are among the key factors that marketers ought to consider while establishing the marketing channels to use. However, according to Marketing Land’s reporter, Amy Gesenhues, many brands blunder by marketing to customers on the basis of their own preferences instead of customers’ preferences. He adds that an email marketing study showed that it’s only 7% of the total brands that participate in the survey determine their marketing channels depending on the preferences of their customers.
One of the ways in which you can segment your email list is by asking your customers their preferred frequency of receiving your emails. Also, allow them to choose their favorite email types (for instance, blog posts updates, discount alerts, crucial updates, or all of these).
Utilize the data you’ve collected concerning the different interests of your subscribers to create content that they will find interesting.
For instance, Rdio uses the data they’ve collected about their subscribers’ favorite music to curate targeted emails recommending them more music by their preferred artists.
When it comes to Skillshare, they send their new subscribers emails directing them to opportunities to register for courses that correspond with the criteria they indicated while signing up.
Blasting every subscriber in your email list every time you want to market an in-person event in a certain city isn’t a good idea unless everybody on the list can make it to travel to attend the event.
If your subscribers are distributed globally or are located in different cities or countries, you should segment your email list depending on their locations. So, when you are holding an event in a certain area, you’ll be sending emails promoting the upcoming event only to those subscribers who are within the locality.
- Open Rate
Utilize your email open rate information to put the subscribers who maintain a high level of engagement with your emails in a different segment from those with minimal engagement. Then, create specific email content targeted to each of the segments. For instance, you can choose to create an email to the highly engaged subscribers only, giving them an opportunity to access your upcoming program earlier than other subscribers.
Perhaps you have some subscribers who haven’t been active for a while. If you do, you need to remind them about what you’d like them to do next, with the aim of converting them to customers.
Like Webflow, you can also pull the inactive users back and trigger their engagement with your email content by using social proof. For instance, you can tell them about the total number of new subscribers you’ve had since their last engagement. This tactic will make them afraid of failing to enjoy what other active subscribers are enjoying.
In case you have subscribers who haven’t been active for an extended time, for example, for more than a month, you can create a targeted email for them exclusively to find out if they are still interested in your email content or not. You can give those who aren’t interested in hearing from you any more an option to unsubscribe. If you do this regularly, you’ll be able to maintain a fresh email list.
- Lead Magnet Type
Divide your email subscribers on the basis of the exact lead magnet through which they joined your email list. While you can do this using use user input, tools like OptinMonster’s Lead Segments feature come in handy for the automation of the process.
Then, use the lead magnet type that every subscriber opted in for to establish the type of content they are likely to love most.
For example, when you download a free eBook preview from Kobo and give out your email address in return, the bookseller sends you an email wooing you to buy the comprehensive version of the book.
Each person has a unique way of learning. While some of your subscribers might want you to provide them with webinars instead of PDF reports, others might prefer the reports to webinars.
Therefore, segment your subscribers according to their preferred lead magnets and create content that’s customized to their individual preferences.
- Abandoned Forms
Your website could be having some visitors who filled out forms partially before abandoning them. Perhaps these visitors didn’t complete the filling out of the forms because they were distracted or changed their minds along the way. Whichever the case, you have another chance of getting them to complete the process.
The first thing you need to do is to ensure that email submission is the initial requirement for the visitors who want to fill out your sign up form. Alternatively, you can integrate WPForms Form Abandonment Addon into your website. The add-on will gather the email address of every visitor who fills out the details on the form even if they don’t click on the “submit” button.
- Deserted Shopping Carts
If you have an eCommerce website, most likely, you see many abandoned shopping carts. Unfortunately, you might be missing out on a significant amount of revenue as a result of this. Research shows that 75% of buyers leave their carts, and because of this, online retailers lose revenues amounting to about $260 billion annually.
The good thing about deserted shopping carts is that the majority of the responsible users plan to come back and complete their checkouts. Therefore, if you engage them again through a win-back email campaign, you have a great opportunity to recover the corresponding revenue.
Write targeted emails to these website visitors, with the primary call-to-action being to complete their checkouts. Then, you can have the secondary call-to-action encouraging them to contact your website’s ‘support’ or ‘customer service’ for help with any questions or concerns they might be having as far as the checkout process is concerned. Bonobos use this strategy, and it works.
Also, once you segment the users who have abandoned their carts, you can entice them to come back and complete their purchases by sending them an email telling them that they’ll get a discount upon doing so. Then, ensure you actually give them the indicated discount.
- Did not purchase
In some cases, some of your email subscribers may fail to buy your product or service for various reasons. Some of them might have missed the purchase opportunity window because your product launch period was very short. Maybe others failed to buy because they were not well familiar with your brand or you haven’t earned sufficient trust from them.
One of the most effective ways of getting the attention of these subscribers is to give them valuable content for free through your emails. In the content, remind them of the reasons that made them follow your brand. By so doing, you’ll create more awareness of your brand among them and build a great relationship with them. This means that their chances of buying your products in your subsequent offers will be higher.
People who come to your website have different behaviors. As such, you should segment your email list according to their distinct behaviors to unlock the maximum revenue potential from every one of them.
My name is Thomas, I’m the campaign manager at advalley
sharing some of my insights
#helping businesses grow online.