At You wouldn’t feed a kid at a restaurant caviar, just like you wouldn’t feed an adult at a restaurant chicken nuggets. Adults and children have different preferences, so it simply wouldn’t make sense to serve them the same type of dish.
This logic applies to email marketing, too. If you serve all of your customers with the same messaging, chances are that you’re going to miss out on an opportunity to engage with most of them. More definitively, when you use a “one-size-fits-all” approach to email you risk getting flagged as spam, triggering unsubscribes, and increasing your bounce rate.
The best email campaigns are as precise and timely as possible. All it takes is one irrelevant email to lose a connection with someone on your email list. So how can marketers target different types of subscribers with personalized emails to better serve groups within their audience?
The answer is segmentation.
Email segmentation is a technique marketers use to divide subscribers into smaller groups (or “segments”) that are targeted with email campaigns tailored to their specific interests and/or behaviors. The idea is that sending segmented emails allows marketers to reach their audiences with messaging that actually matters to them.
There are a number of benefits to segmenting your emails, including increased conversion, open, and click-through rates coupled with decreased unsubscribe rates. Just take a look at the data:
To put it simply - email segmentation is a smart and easy way to forge strong relationships with your subscribers and drastically improve the effectiveness of your email marketing campaigns. Let’s take a look at how you can make it work for you.
Here’s a strategy you can use to get your email segmentation efforts started by separating your audience into four fundamental groups:
The trick to getting started with email segmentation is to keep it simple and expand gradually. Follow this strategy and you’ve got a good blueprint for segmenting your customers and messaging. Try using your new skills to create separate and targeted campaigns for each of your segments that procure higher click-through rates and ultimately generate more revenue.
Shorten your learning curve, make the most of your resources, and maximize your impact both online and off.
Mitch Tarr is the author of Email Marketing Mastery: Accelerate Your Business Using Email Marketing.