Have you ever received multiple emails from the same person in one day? You might often find yourself opening one or two messages to read them, but they have no meaning or relevance to you. Then you wonder why they’re sending you emails or how you subscribed to them in the first place.
It’s impersonal to send out email blasts, but now, personalization is the key to successful marketing.
Customers are burned out from generic marketing emails. They want brands that serve them content and offers that are appealing. If not, there’s no chance for connection, which causes them to unsubscribe, and you lose a customer for good.
Why Personalization Matters
Personalization benefits marketers in numerous ways. Sending personalized emails results in six times higher transaction rates than brands that don’t. Most marketing professionals believe personalization is an important part of meeting their goals.
However, many brands fail to use personalized emails, meaning you have a big opportunity to stand out from the competition.
One way of achieving this is through email marketing segmentation. This is the process of separating your subscribers into organized groups based on specific characteristics. Here are the top reasons you should start using it in your email marketing campaigns.
1. Email Marketing Segmentation Sends Relevant Content
Email marketing segmentation allows you to deliver content that resonates with each segmented group rather than sending out the same message to everyone. The more relevant the email message is, the more likely your audience is willing to engage with it.
For instance, if someone opens an email and clicks on a link to engage with a blog post, you can move that person into a target segment. Similarly, if a customer views similar products in a certain category, you can email them related products.
Once the customer on your list purchases a product, you can move them into a list showing other items to accessorize.
2. Email Messages Optimize the Right Frequency
Sending too many emails to your list can immediately make newer customers hit the unsubscribe button. On the other hand, emailing too infrequently means you’re missing out on opportunities to engage with dedicated subscribers. You need to be even more careful when dealing with a b2b leads database.
Instead, optimize your frequency of messages sent with email marketing segmentation. You can identify which subscribers are most engaged, then create a sector for these users in a segment of your email list. This way, you can send more marketing messages without scaring away the rest of the list.
Alternatively, you can also use segmentation to move less active subscribers into a “low sending frequency” list. It can also help to move them into a reengagement campaign to get them to start opening your emails again.
3. Email Marketing Segmentation Makes Sales Funnels Effective
The most effective way to customize your messages is by segmenting a sales funnel if your goal is to drive more revenue.
Sending emails to potential customers at the top of the sales funnel is more likely to convert than those at the bottom. However, you still want those subscribers to convert.
You can target your email subscribers based on their level of engagement. Once they become more familiar with your content, they can expect more quality messages and will be more likely to convert in the future.
4. Email Marketing Segmentation Increases ROI
Are you wondering if email marketing segmentation really works? Segmented emails can drive a 36% ROI. However, segmenting alone isn’t enough. There has to be a strategy in place to achieve actual results.
Some of the most effective methods to segmenting involve the following:
- Engagement level: The people actively engaging with your content will have different preferences for content type and frequency compared to other segments of your audience that are not as engaged.
- Website activity: When subscribers view a particular piece of content consistently, it’s best to send them content that aligns with user history. Alternatively, subscribers that don’t participate often will fall in a segmented list to nudge them along.
- Location or demographics: Segmenting your list by age or location gives you powerful targeting capabilities. Likewise, you can segment your list by psychographic and behavioral characteristics. For instance, lifestyle, values and buyer stages are key attributes of segmenting an audience.
- Purchase history: Take advantage when a subscriber makes a purchase by persuading them to buy a complementary item.
- Metrics: Subscribers that stop opening emails should be segmented into a list of non-openers and targeted for a re-engagement campaign. Similarly, if they open without clicking the email, consider segmenting them to test different types of content.
5. Segmentation Is a Data Pool
Segmentation is a powerful data resource for understanding your customers. Once you create a specific group, you can learn further insights about those people.
For example, you can learn which of your customers are cheapest to retain and which are more costly. You can also understand why certain people make purchases and are willing to try new products.
There are no limitations to what you can learn once you segment your email list into small groups and study them.
Using Segmentation In Your Email Marketing Strategies
Remember, segmentation isn’t the only solution to an effective email marketing campaign. It’s beneficial to increase those open email rates, but you should assess your email marketing goals and use them to strategize the results you desire.
Sometimes it’s even more effective to keep things simple. If you have several segmented lists, you might find yourself overwhelmed with multiple emails to send out and schedule at once.
Unless you have an email marketing manager, stick to simplifying the process and consider further segmentation when the need arises.
