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Email is a fantastic marketing tool because it allows customised, one-to-one communication. It is surprising then to see so many generic emails that are hopelessly untargeted! Sending emails that aren't what your subscribers expect results in irritation, leading to unsubscriptions or even spam reporting to Internet Service Providers (ISPs). Using segmenting within email marketing allows you to create focused email lists that ultimately provide better results, be it in more sign-ups, phone calls or sales. The advantages of segmenting your email listsBy segmenting email lists into defined groups you can then create an email that is best suited to the subscribers needs and wants. This will increase the chances of subscribers acting on the content from the email. Your email list quality is also improved by segmenting. By keeping your subscribers happy with engaging, focused content you can further improve what you offer. As subscribers will be more likely to open and act on your emails, that will make them far less likely to delete or report them as spam to ISPs which could result in getting you blacklisted. Studies have shown that a campaign that uses segmenting based on past behaviour, such as opens, clicks or conversions, can bring up to 10 times more revenue than one in which the entire list receives the same message. How should you segment email lists?Of course, you can only segment your email list if you have taken the information at registration. Otherwise, to get the maximum benefit out of segmented email marketing it may be wise to purchase an opt-in email list from a third party. When collecting your own information, there are some key segments to focus on. It's important however to not ask too many questions, otherwise people might avoid registering altogether! Understandably, people are generally hesitant to hand over information over the internet, so a relationship has to be built before asking more questions. The recommended segments are:
Once you have established a relationship with subscribers, it then might provide an opportunity to ask more questions, such as income. A web survey could be the instigator for this. Refine with website use trackingAfter sending out a marketing email, it's useful to see how it affected your website hits. By utilising website analytics software, you can see what pages were visited. If particular products or services received more attention, this could help focus and improve your next email to that particular segmented set of subscribers. Useful activity to track includes:
Winning back non-responding subscribersSadly, you can create a great email but a percentage of your subscribers simply do nothing, not even unsubscribe. So how can you get them interested again? A special offer or promotion of some kind is always a good way to re-kindle interest. As a pre-requisite to this, you may ask for them to update their details first. This may help you re-allocate them to a different segment which result in a better experience for them, and more sales for you! If all fails, it is sometimes best to simply remove any ongoing
unresponding subscribers. An open rate of under 20% could land you in
trouble with ISPs that could result in you being blacklisted.
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