Email segmentation, also known as list segmentation, is breaking your email recipients into smaller groups. This allows you to target these groups and send the most relevant information to them. You want the content to resonate with your recipients … personalization and interest go a long way in engagement.
Benefits of email segmentation
Nobody likes a generic email. When you open an email that is personalized and interesting, you feel valued. Unlike many other widespread communications, you can create content for small groups of people instead of sending out generic content in hopes that it appeals to the majority.
- Increases open rates
- Increases click-through rates
- Increases conversion rates
- Decreases unsubscribers
- Avoids spam filters
4 segmentation ideas for your email marketing campaign
- Shopping History: What they buy is key here. You can segment recipients on specific items and brands that they have bought. This is great when targeting restocks and new arrivals!
- Open Rate: Recipients who open most of your emails do so for a reason. They shop regularly, enjoy your content, and look forward to the latest news. This is also a great group to send market research surveys because you know they are most likely to open this!
- Location: Do you have customers who are local and ma want to come to your next in house event? Target this group now! Or maybe you are travelling and will be in a city near a group of customer... again personalization and relevant news is likely to increase in engagement in marketing and person.
- Engage New Subscribers: Do you have an amazing rewards program, weekly updates, giveaways, and more that new customers may miss if they don't know about. Create a segment for those who have joined in the last 30 days and send them tips and info about how to get the most from your company!
Get Started
There is no hard and fast way when creating email segmenting. Use data that is tied to an email and get started. Remember to keep it relevant and update your segments regularly because behaviors change.
If you need help getting started, Stef is here for you.