Email marketing is a powerful business tool for communication with your target group. However, you could fail to achieve the expected results if you send everyone on your list a routine, uninteresting message. This is where the email segmentation comes in handy.
Basically, you divide your mailing list into multiple categories according to specific criteria. This way, each subscriber will receive targeted emails that genuinely interest them. Here we will discuss email segmentation strategy, its benefits, and practical usage for creating appealing and responsive email marketing campaigns.
Definition of email segmentation strategy
Email marketing segmentation is the process of dividing your subscriber list into smaller and manageable groups (e.g., demographic data, life cycle, customer behavior).
Segmentation helps you customize your email campaigns to meet each group's preferences rather than emailing everyone with the same info. This can increase the number of recipients who open and click on your emails and motivate more recipients to take action.
Where is the email segmentation strategy used?
Email segmentation strategy is used across various industries and business types to enhance the effectiveness of email marketing campaigns. Whether you're running an online store, offering B2B services, managing a non-profit, or working as a solopreneur, email segmentation comes in handy.
No matter how many people are on your subscriber list, segmentation helps you send messages that are more customized. An email segmentation strategy leads to increased engagement, higher conversion rates, and stronger customer relationships.
Types of email segmentation strategy
1. Demographic segmentation
Here you're splitting your subscribers based on demographics such as age, gender, location, income, or occupation. Identifying the individual characteristics of each demographic group simplifies the creation of your campaigns that are responsive to the audience’s preferences and needs. For example, a clothing retailer may segment their subscribers based on gender to deliver tailored content showcasing relevant products.
2. Behavioral segmentation
Behavioral segmentation focuses on dividing your subscribers based on their actions or engagement with your emails or website. Examples include segmenting based on purchase history, website browsing behavior, email opens and clicks, or abandoned carts.
By understanding subscribers’ behavior, you can send highly relevant and timely emails that address their specific interests and preferences. For instance, an online bookstore can send personalized recommendations based on a subscriber's previous purchases or browsing history.
3. Psychographic segmentation
Psychographic segmentation involves segmenting your subscribers based on their psychological characteristics, values, interests, or lifestyle choices. This type of segmentation goes beyond demographics and behavior to understand the motivations and preferences that drive subscriber behavior.
By creating content that aligns with their interests and values, you can establish a deeper connection and increase engagement. For example, a fitness brand may segment its subscribers based on their interest in yoga, weightlifting, or running to deliver targeted content and offers.
4. Lifecycle segmentation
Lifecycle segmentation divides your email subscribers based on where they are in their customer journey. This includes segments such as new subscribers, active customers, dormant customers, or loyal advocates.
By delivering targeted messages based on their lifecycle stage, you can nurture relationships, encourage repeat purchases, and turn satisfied customers into brand advocates. For instance, an online subscription service may send a special offer to new subscribers to encourage them to make their first purchase.
Examples of email segmentation strategies
1. Welcome series
When a new subscriber joins your email list, you can set up a welcome series that sends a sequence of emails introducing your brand, products, and special offers. By providing valuable information and engaging content from the start, you can create a positive first impression and encourage long-term engagement.
2. Cart abandonment
For eCommerce businesses, cart abandonment emails are an effective way to recapture lost sales. When a subscriber adds items to their shopping cart but doesn't complete the purchase, you can send a targeted email reminding them about the abandoned cart and offering an incentive or personalized recommendations to encourage them to finalize the transaction. By leveraging cart data and understanding the specific products left behind, you can create compelling emails that entice customers to return and complete their purchases.
3. Re-engagement campaigns
Over time, some subscribers may become inactive or disengaged. To rekindle their interest, you can send re-engagement emails with exclusive offers, personalized content, or surveys to understand their needs and preferences better.
This can help you regain their attention, drive them back to your website, and potentially convert them into active customers once again. By segmenting your inactive subscribers and delivering targeted re-engagement campaigns, you can optimize your email list and keep it filled with engaged and interested recipients.
Wrapping up
Email segmentation strategy is a powerful technique that allows businesses to deliver more personalized and relevant content to their subscribers. By dividing your email list into smaller segments based on demographics, behavior, psychographics, or lifecycle stage, you can create targeted campaigns that resonate with each segment's unique characteristics and preferences.
Implement an email segmentation strategy, and you will greatly improve the effectiveness of your email marketing efforts and build stronger customer relationships. This approach results in increased engagement, improved open and click-through rates, and better conversion rates. It is valuable for both small businesses and large companies.
