Segmentation Strategies In Email Marketing


There is a fierce competition for attention in your subscribers’ inbox. Now is the perfect time to make your emails effectively deliver more value for your business and brand. Segmentation is a seemingly simple but extremely powerful mechanism. Email marketing segmentation might seem like an entry-level strategy for veteran email marketers but you’d be surprised at the success results it may help you to achieve in a long run.

Segmentation : The art of thinking in groups
Email marketing segmentation is the art of splitting your list into different groups. These groups – or segments – consist of people with similar characteristics. Segments can then be emailed reflecting the content and timing appropriate to them.

Why segment your lists?
Segmentation is the difference between blasting mass messages to a whole list, and mailing targeted, promotional and educational emails to individual groups. The merits of this are clear: messages that are custom-tailored to a customer’s preferences, past activities, location and other variables are much more likely to be attractive to a consumer over a mass mail that makes your customers feel as if they are just an id on your email list.

With segmentation, you’re very likely to increase engagement with your customers. For example, if you are hosting a promotional event in your city, would it not be effective to create a separate list of customers from your city, and send out special invitations to them? Targeting your customers based on their preferences can help you achieve a better understanding of their needs.

Segmentation helps you connect with your prospects better with personal touch in your email and messages. Segmentation establishes trust and loyalty as emails which your customer receive are highly targeted as per their preferences and customers read it with keen intertest.

Segmentations can be based on all types of data, including:
Preferences (the likes and dislikes of a user)
Demographics and profile (age, location, gender)
Psychographics (What will they be prone to do and react to owing to seasons & events)
Behaviour (purchases, opens, clicks, website browsing, etc)

Effective strategies to segment your list are:
1. Segment on a single key variable
If you don’t do any segmentation right now, then the place to begin is by picking the most relevant attribute for your business and using it to split your list in separate sections. This attribute could be subscriber details like age, gender, location, etc.

Bluestone (1)

2. Start With Your Goal & Work Backward To Develop A Strategy
Starting with your end-game in mind is always a logical way to develop your marketing campaigns. Selected a cohort of customers who have already bought products or services from your company. This is a group of people you know would likely have a higher interest and knowledge about your business. Then use this knowledge to put together a highly targeted campaign, that drives engagement and ultimately more sales in the future.

Zomato eg.

3. Segment On A One-To-One Basis
The concept of true one-to-one segmentation, or personalisation is trending in many companies these days. This is the ultimate end-game, and it requires some creativity. This depends on decoding the customer’s choice and purchase history, and sending follow-up emails through segmentation.

The Amazon example below leads nicely into the concept of true one-to-one segmentation, or personalisation. This is the ultimate end-game, and it requires some creativity.

Amazon

At, Juvlon we suggest that you try email marketing strategies with segmenting your audience and compare the results. Our experts here see better results for many of clients and we would like you to take the advantage of very simple yet effective email marketing strategy which is Segmentation!