Important Of List Segmentation

 

Important Of List Segmentation

Segmentation of your email list can increase your message open rate by nearly 15 percent and the number of clicks on links within your messages by 60 percent, according to statistics from MailChimp. For years, research has shown that segmentation improves not just open rates and clicks but also deliverability, sales leads, transactions, revenue, and more. In other words, if you’re not segmenting your email marketing list, you’re losing opportunities to reach your goals.

So, what exactly does it mean to segment your list? List segmentation is the process of breaking your email marketing list up into smaller groups of people with similar demographic and behavioral traits. These traits are used by marketers to build buyer personas for the specific purpose of audience segmentation. Rather than offering everyone on your list the same thing, you can send targeted offers to specific groups of people on your list that are most likely to appeal to them.

For example, if you own a vitamin and supplements store, you probably sell some products that would appeal to senior citizens and others that would appeal to parents for their young children. You would probably sell products to help people lose weight and others to help people gain muscle mass. You could set up an email conversion funnel and send the same message to everyone on your list. That message might be about your vitamin supplement for women over the age of 55. But how many people on your list are likely to be interested in that product? Probably fewer than half. For recipients who are not interested in that product, because they are not women over the age of 55 and do not shop for women over 55, they’ll quickly become annoyed with your brand if they continually receive an irrelevant message from you. That means they’re more likely to unsubscribe from your list, and you’ll lose your ability to market to them via email in the future.

You can solve this problem by segmenting your list so you send only highly relevant messages to your subscribers. Your results will naturally be better when you send the right message to the right people. rather than being annoyed with your brand, they’ll be happy to receive your message because those messages include information and promotions they’re interested in. For many, that’s why when they signed up for your list in the first place.

How you segment your email marketing list depends on a few factors. First, you’re limited by the features offered by your email marketing provider. Some email marketing tools are filled with features that make it easy to segment your list in multiple ways, but other tools have fewer segmentation options. if segmentation is important to you, make sure you research the current offering by the email marketing service providers you’re considering. Remember, even if segmentation isn’t important to you today, it will be in the future as your list and your business grow. Once you’re more comfortable with email marketing and you realize how much your results could improve if you segmented your list, you’ll wonder why you waited so long to start doing it.

You also need to connect your website with your email marketing tools to effectively segment your list. For example, you must be able to track the actions people take on your websites, such as links they click and pages they view so you can segment your list based on those behaviors. Behavioral segmentation is very effective. If you can’t follow a contact’s behaviors between your email message and your website, you’re missing a big opportunity. Most email marketing providers make it easy to integrate your email marketing tool with your website. Typically, all you need to do is paste some code into your website to enable tracking and integration. Check with your email service provider to get the correct instructions to complete your integration. Keep in mind, your website and email marketing tool should also be integrated with your website analytics tool, such as Google Analytics, so you can fully track and analyze your contact’s behaviors across your content and communications. With this information, you can create highly targeted email funnels for niche audiences.

That’s all for now, my friends. See you all in my next article.

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