Email List Segmentation and How To Use It
Email list segmentation makes it easy for you to sort and filter your email marketing subscribers into relevant groups and send them the content they care about. In fact, list segmentation is key if you are aiming to improve your open and click through rates.
Still, nearly 70% of brands aren’t even scratching the surface when it comes to targeting and personalization of their email marketing message.
Maybe you just don’t know how to segment your audience. Or maybe you are not really sure what type of content to send them once you have sorted them into groups.
Whether you are brand new to email segmentation or looking for ways to use it more effectively, this article will break down the best ways to get started.
First: What is Email List Segmentation?
Segmentation is the act of filtering and sorting your subscribers into distinct relevant groups. There are many different ways to segment your subscribers and they can all help you better target your email sends. Good email list segmentation can lead to higher open and click-through rates.
For example, if your list is people interested in music equipment, you can segment your lists based on the type of instrument your reader plays, their level of expertise, and/or their geographical location.
If you are a food blogger, you can segment your lists between vegetarians, meat eaters, gluten intolerant, etc… You can get this information by asking subscribers to select an option when they signup to your list
Why Use Email List Segmentation?
List segmentation can result in higher opens and clicks. It can also lead to increased engagement with your email campaigns once they are opened.
Sending to smaller, targeted groups in your lists can help you build trust with your subscribers. Your readers are more likely to stick around if they feel that the content you are sending is relevant to their needs and interests. Relevance is critical to your email marketing success.
We already shared how segmentation can result in higher opens and clicks. But did you know it can also lead to increased engagement with your email campaigns?
Sending to smaller, more targeted lists can help you build trust with your subscribers. They’re more likely to stick around if they feel that the content you’re sending is relevant to their needs and interests.
When Should you Segment Your Subscribers?
Capturing information about your subscribers on your sign up form is the best place to start. By asking them relevant questions from the very beginning, you are better able to address their needs from the first moment you make contact.
Another option is to segment your subscribers based on their behavior. This could include things like their purchase history or their level of email engagement. Sometimes, you can learn more about your subscribers is by what they don’t tell you.
How Does Segmentation Improve Email Engagement?
Sending relevant targeted content is the best way to get your subscribers engaged with your brand. People are more likely to respond to messages that are relevant to their specific needs and interests.
Effective segmentation starts with knowing your subscribers. The more data you are able to collect, the better you can target them based on their interests. Start by asking questions during the signup process or by sending out periodic surveys. You can often determine their interests by tracking their clicks to your website and creating content based on their destination.
When Alternate Mode sees which readers clicked on specific offers in their email message, they are able to follow up with content specifically related to that offer.
Effective email list segmentation allows you to get creative with how you deliver content to your subscribers. Smart marketers are using segmentation for things like re-engagement campaigns and for delivering custom tailored content based on how subscribers respond to questions on their sign-up form and which links they did (or did not) click on in their messages.
As with all thing marketing related, best marketing practices include testing and tweaking your messages constantly. Your reader response and engagement will change over time. Your message should change, as well.