According to Lyfe Marketing,
“Email marketing’s power lies in its ability to provide businesses of all sizes an attractive return on investment. In fact, according to an eMarketer study, the median email marketing ROI is 122%. That’s four times higher than any other digital marketing channel.”
While planning and launching email marketing campaigns, many marketers opt for email broadcasting to send an email to a large number of contacts and subscribers at once. But the digital marketers cannot boost conversion rate and get higher ROI without sending highly targeted emails to contact or subscriber at the right time.
The savvy marketers implement email segmentation strategies as an email marketing best practice to send personalized and targeted messages to email subscribers by dividing them into small segments or groups. The small segments make it easier for managers to manage long subscriber lists. Also, the marketers can send the right message to the subscribers at the right time based on the email segment.
In addition to being easier to manage, the email segments help marketers to boost sender reputation and reduce unsubscribe rate and subscriber complains.
According to the Lyris Annual Email Optimizer Report,
“39% of marketers who segmented their email lists experienced higher open rates, 28% experienced lower unsubscribe rates and 24% experienced greater revenue.”
The marketers can divide the subscribers into multiple email segments based on a variety of criteria – geographic location, age group, occupation, purchase history, behaviour, and stage of the sales funnel. They can further divide the email subscribers into multiple segments using a variety of software and tools. But the savvy marketers make the most out of the email marketing technique by adopting new email segmentation ideas.
The automated email solutions enable you to send welcome emails to the subscriber as soon as she subscribes to your website. But must use the welcome email as a powerful tool to build and sustain a relationship with the subscriber. The savvy marketers make the welcome emails more engaging by highlighting the benefits of subscribing to your website, requesting the subscriber to read blogs, and informing the subscribers about the emailing frequency.
You can use a variety of parameters and criteria to divide subscribers into relevant segments. But you can make the email marketing campaigns effective only by sending emails that complement a subscriber’s preference and interest perfectly. While designing the email subscription form, you must allow the subscribers to mention their interests and choose the type of email. The information collected during the subscription procedure will help you to keep the subscribers engaged by sending emails according to their preferences and interests.
Most digital marketers these days use lead magnets to generate sales leads by persuading website visitors to submit their email ids. But you must remember that the same lead magnet may not persuade every visitor to submit her email id. Your email segmentation strategies must focus on integrating a variety of lead magnets – newsletters, white papers, podcasts, samples, free consultation, and trial subscription. You can send the right type of content to the subscribers by creating email segments using lead magnets as a key criterion.
Most businesses these days create multiple buyer personas while planning and launching email marketing campaigns. The buyer personas help them to design emails according to a buyer’s precise expectations and needs. While dividing the subscribers into various segments, you can use buyer personas as a key parameter. You can easily link a subscriber to a specific buyer persona by creating customized opt-in forms. The opt-in form will collect the information required to link the subscriber to the most relevant buyer persona.
Some subscribers stop engaging with your emails after some time due to various reasons – busy schedule and lack of interest. Likewise, the purchase behaviour of customers changes from time to time. Your email segmentation strategies must focus on tracking changes in engagement and purchase behaviour consistently. You must engage with the subscribers and persuade customers to return by sending emails that include the most appropriate call-to-action.
Each buyer crosses through three important stages – lead, prospect, qualified prospect, committed and transacted – before placing an order. You can easily influence the buyer’s purchase decision by sending targeted and personalized emails according to the current stage of the sales funnel. For instance, you need to send highly targeted emails to nurture the leads and convert them into prospects. It is always important to divide the contacts into multiple segments based on their position in the sales funnel.
While implementing email segmentation strategies, you must create email segments based on the customer’s purchase history. The purchase history will help you to understand the precise needs and preferences of a customer. The popular eCommerce websites request the customer to consider a slew of related or alternative products before placing an order based on her purchase decision. You can use the information to create opportunities for cross-selling and up-selling.
Your email segmentation strategy must focus on engaging and reactivating the subscribers who remain inactive for some time. You must persuade the subscribers to return to your website by sending personalized emails. However, it is also important to know if the inactive subscribers are still interested in receiving emails from your business. You must review the subscriber list periodically and remove the subscribers who have remained inactive for a longer duration.
Many businesses these days generate revenue by complementing their brick-and-mortar stores with digital stores. But there are many customers who still prefer buying products from the brick-and-mortar stores. Your email marketing strategy must focus on sending a targeted message to subscribers based on their choice of store. While segmenting subscribers, you must differentiate the online buyers from the customers visiting your brick-and-mortar stores.
Most subscribers these days access and read emails on their mobile devices. You must segment the subscribers based on their devices to ensure that each subscriber to access the email using the device of their choice. You can easily increase the open rate by optimizing the email design and content for mobile devices. Also, you should opt for responsive email design to make the same email accessible on both computers and mobile devices.
The subscribers can attend webinars and virtual events regardless of their geographic location. Hence, you can promote virtual events or webinars effectively by blasting a promotional email. But most subscribers will not travel to a different location to attend in-person events. While promoting in-person events, you can send targeted emails to subscribers according to their location.
You can use email open rate as the key criterion to identify and differentiate the subscribers who engage with the emails more frequently. Your email segmentation strategy must make the engaged subscribers feel special by providing special opportunities. For instance, you can provide the engaged subscribers to try beta version of your solution before public launch.
Most marketers use email open rate as the key metric to assess email segmentation results. But you must remember that email open rate does not depict the quality of email content. You have to use the click-through rate instead of open rate to know the number of subscribers who took the desired action after reading the message sent by your business. The email providers make it easier for you to measure email segmentation results by displaying relevant information on the dashboard.
Most marketers these days implement email segmentation strategies to boost email marketing ROI. But the savvy marketers understand email segmentation is an ongoing process. They review and fine tune the email segmentation strategies regularly to send highly targeted content to every subscriber according to her current position in the sales funnel.