List Segmentation – Why It Matters
List Segmentation Matters in Email Marketing. Most marketers understand and embrace the power of email marketing to generate new leads and drive sales. Even with the explosive growth of social media, email marketing continues to be an incredibly effective and profitable marketing tool.
List segmentation really should start when you begin building your list.
For example, if you are building a list of 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 build and 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.
Once you have been sending offers to your subscribers, list segmentation takes on a new perspective to help you get the most profits from your mailings.
For starters, did you realize that some people may not even be opening your email messages? There could be any number of reasons. Maybe they subscribed hoping to review your information at a later date. People get busy. How do you reach out to those who have not opened an email and get their attention to re-engage them with your content?
Of those who opened your message, some of them (maybe even most of them) do not even click a link. This could be a matter of link placement, your call to action, relevance of your offer, etc… How do you target and re-engage those who never click a link? They open the message, so they are seeing your content. But something isn’t connecting enough so that they click your links.
What if your email content contains multiple offers or items of interest? How can you tell which of your links is getting the most action? How do you follow up with those that did click a certain link to see if you can generate more sales, answer more questions, or provide more value?
List Segmentation allows you to identify and target your subscribers based on their actions, inactions, levels and areas of interest. From there, you can tag your subscribers and customize content directly to them to increase your campaign’s effectiveness.
To learn more about how to segment your subscribers with our tagging features, review our Wiki article at:
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