Did you know 77% of consumers prefer to receive permission-based marketing communication through email?
For years, many digital marketers have said that email marketing is dead. Despite the naysayers, email marketing has shown us constant success and continues to connect us with consumers on a daily basis. Email marketing isn’t dead; html emails have evolved into customizable masterpieces. Through data segmentation, email marketers and sales teams are leveraging mailing lists to personalize emails allowing them to build long-term customer relationships and to pursue new leads as well.
Why Segment My Email Lists?
By segmenting or dividing your email list into smaller groups based on unique characteristics, such as geography or purchase history, you can dramatically increase the relevance of your promotional email campaigns.
Industry standards tell us that both open and click through rates can improve by almost 15% when using segmented campaigns compared to non-segmented campaigns. Not only do your customers become more engaged with your messaging, but segmented lists can produce up to 10 times more revenue than non-segmented lists as well.
How Should I Segment My Email List?
Before you start segmenting your list, consider how the list was collected and what your response/purchase data looks like. Are there key patterns that you see? Below you will find three of the most common characteristics that we consider in our email lists before we market to various audiences so we can ensure increases in ROI.
- Geography
In a digital world, sometimes geography can be overlooked. However, if you’ve collected data such as addresses or zip codes from your subscribers, then you may be able to pinpoint the type of promotion that will speak to your audience best. If your list consists of subscribers from all over West Coast, promotional campaigns in regards to sports teams may not be your best bet.
- Purchase History
What have your subscribers purchased? If your company sells a multitude of products, you may want to promote similar products to someone who has recently purchased from you. After all, buyers can always go somewhere else. Plus, if you discover what products customers typically buy over time, you can anticipate what products other customers may be interested in. For example, if a customer buys items A, B and C, it may be smart to market product A to a customer that only bought item B and C.
- Demographics
Demographic data can include age, gender, marital status, income and job title. As you analyze demographic data, you may be able to uncover a customer’s purchasing habits. For example, if you have a group of women who have bought men’s clothing in their purchase history, they may be a prime group to market it to for a Father’s Day promotion.
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