Segmenting Your Email List
Not everyone on your marketing email list is created the same. New leads and established customers need different information from your company, and this is where segmented email lists can help.
What is a segmented email list?
A segmented email list is one that groups your contacts so that you can tailor emails to them. Leads respond better when they receive content that interests them. What are some helpful ways to group, or segment, your email list? We’ll take a look at some different ideas here shortly, but one major (and basic) way is to use the marketing funnel.
The Marketing Funnel
Different leads are in different places in your marketing funnel, so they should be receiving different content from you. For example, someone in the Awareness stage needs to learn about your company, not get the hard sales pitch you would be sending to someone in the Conversion stage.
Someone who opens every email you send should not be getting the same content as someone who hasn’t opened an email from you in four months. Both of these provide unique opportunities. Use them wisely!
Use your contacts’ zip codes to ensure you’re sending relevant information. You don’t want to send in-store offers for your brick-and-mortar location to contacts who are two time zones away!
Use previous transactions with your customer to drive content that you’ll send to them. You can suggest similar items they might like or accessories for the product they previously purchased. If an item is something that will need to be refilled or replaced - for example, toner for a copier - you can send them a reminder to reorder when they might be about to run out.
Job Function and Seniority Level
A sales representative would not be interested in the same content the company accountant would be. And that same sales representative would need different information than the VP of Sales. Keep each of these types of people in mind as you segment.
Have a loyal customer who keeps coming back time and time again? Thank them and maybe even reward them! Have a customer that used to deal with you regularly but has gone missing lately? Find out why and try to bring them back! These differences in purchasing history will certainly require differences in content sent to them.
Segmented and targeted emails generate 58% of all revenue, but 42% of marketers don’t send targeted email messages. Get the most out of your email campaigns by getting the right content to the right people!
Which segmentation methods work best for your company?