Email Marketing Segmentation To Drive Better Results

How can you drive better results with your email marketing by using segmentation?

As a busy small business owner, you know you need to communicate with email. You want to use segmentation to do it smartly – to communicate the right message to the right person at the right time. Automation helps get it done because you’ve got a business to run.

The reasons for using email marketing segmentation are obvious enough, these tools are allowing digital marketers to deliver a more carefully selected message to their audience. The results have  improved email marketing results and ultimately higher ROI.

It is quite likely that you have heard the terms “automation” and “segmentation” before but maybe you’re not 100% sure how they would apply to an email marketing plan.

If this sounds like you, you’ve come to the right spot. This article will include all the information you need to understand these tools and learn how they can be best applied to your situation.

Let’s jump right in.

Segmentation Increases Relevance

To begin with, let’s discuss what segmentation means in email marketing. Segmentation can be best defined as the organization of your subscriber database into smaller lists with more specific attributes.

Your segments could be based on the locations of your subscribers, their gender, age brackets, purchase histories or any other pertinent information you can think of. This will allow you to send more specific messages that can encourage a more dedicated reader response.

The numbers don’t lie, it has been reported that many of today’s top digital marketers have found revenue increases of as much as 760% by using email marketing segmentation. A DMA report shows that as much as 58% of all revenues gained from email marketing come from such segmented email marketing plans.

How does this work, you wonder? So, we will take a closer look at the process to see how these essential profits can be increased through segmented email plans.

HOW TO SEGMENT YOUR LIST

There are a few different ways that an email list can be separated into categories for your optimal results and tailor made campaigns.

1. Opt-In Forms

The easiest way would be to collect all the information you will need from the very beginning. Collect your information and build your email list in one action by carefully choosing how to organize your opt-in forms.

You will need to have a different opt-in form for each of the various categorical segments you will have for your subscribers. Because the applicant from each form will be filtered into their appropriate categories, you will have a system where subscribers segment themselves.

2. Tags

This feature will allow you to apply categories to subscribers, those already opted into your emails list, based on their current actions.

Tags can be set to any link in any email, — Campaign, Autoresponder or Workflow – sent out to your recipients. If a subscriber clicks on any7 of the tags, they will be applied to their profile.

3. Segmentation

Our segmentation feature allows you to set up categories based on user data, this data can then be applied to setting up smaller and smaller segments with better targeted groups.

Once You have a good system of segments, how are they put to good use?

List hygiene may be one of the most important uses for segmentation and works to keep your list clean and well-appointed.

But, you can also use this system to send tailor-made messages to your very specific recipient groups especially those that are actively engaged and opening your messages and clicking on links.

Imagine you have an online business, and you want to send out some specific messages about your promotions and events to different department of your segmented email list.

You can look at your segments to see not only how best to present these options but also which of your groups would be the most profitable. You can also find out which of your customers are interested in your affiliate opportunities and which are more interested in your video marketing tools.

The ultimate goal is to move away from the “single message for all” to a tailor-made presentation that works for each of your customers individually.

The important takeaway is this, segmentation helps to improve message relevancy.

Makes sense, right?

Now that we have a good understanding of what segments are, let’s take a look at how automation fits into the picture.

Automation for Perfect Timing

Automated emails are those that have been triggered or automatically sent to its recipients. But, it gets better than this, it also frees up time and work for you and your staff.

By, automating your email correspondence, you can make sure the right people are getting the right messages at the right times, without actually having to pencil in these times and send each one manually.

Furthermore, It works.

As a matter of fact, statistics show that automated emails have a 70.5% higher chance of being opened and a 150% higher click through rate than your regular business style emails.

TYPES OF AUTOMATION
Autoresponders

One of the easiest types of automation software is the autoresponder. These are also called the regular “Drip Style” campaigns. Each subscriber who passes through the autoresponder receives the same set of emails, regardless of their activities, these are typically sent out a day or two apart.

Workflows

A workflow can be used to set up a simple or very complex automation program. These work from dynamic flows and can be organized to self-clean, self-organize and many more actions too.

You can set your workflow to dispatch the same set of communications over a set period of time and in a particular order, just like you can with an autoresponder…

But, you can also set up your workflow to send out action based emails. For example, if the subscriber has opened an email or at least opened it.

If they didn’t, maybe they need a personalized message as a follow up to re-engage them or politely provide them the option to opt-out of the subscription program.

 

The “One-Two” that Connects

It is no surprise that these two tools can be combined for a winning combo that gets results. Actually, it could be said that these two elements are changing the way email marketing is accomplishes and delivering big results.

Think of it as a formidable two-step punch that creates the desired effect and engages your audience.

Don’t run the risk of being another mass email marketer, cluttering up inboxes and getting nowhere. Leverage the power of segmentation and automation and your subscribers will thank you with their attention and money.

 

 

About the Author Stacey Riska

Stacey Riska, aka “Small Business Stacey” is a serial entrepreneur who is passionate about saving small business and rebuilding Main Street. She helps small and local business owners become a #SmallBizMarketingWiz by teaching them marketing strategies that get MORE: MORE leads, MORE customers/clients, MORE sales, and MORE money.

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