Email segmentation is the process of dividing and categorizing users based on certain criteria. For example, you may separate users based on which phones they use, such as iPhone and Android users. There are also other criteria you can use to segment your users, such as gender, age, and location.
Segmenting your users is an effective marketing strategy because it will help you create email campaigns that specifically cater to their individual interests.
The Basics of Email Segmentation
Segmentation helps you as an email marketer because it tells you who your customers are, what they’re interested in, and how they want to be approached. Once you have these pieces of information about them, you’ll be able to make more personalized, well-timed, and relevant email marketing campaigns.
By sending email campaigns that are relevant to users based on their segmentation, you’ll have better engagement, such as high click-through and open rates. This is what makes email segmentation one of the most important email marketing tips to learn. One more thing: Customers that regularly receive relevant content with a well-timed personal message will also be more connected to your business and won’t unsubscribe.
You should only use email segmentation for improving customer experience, sending relevant email campaigns, and well-timed emails.
4 Ways of Using Email Segmentation to Boost Your Conversion Rates
To segment your mailing list, you must first ask your subscribers to tell you more about themselves. Explain that it’s all for the purpose of improving their experience. When they agree to share their information, give them a fill-up form, or ask them to participate in a survey. All of their answers will be saved in your customer relations management (CRM) software, which you can then assign them to criteria that you’ve set for segmentation.
Once you’ve assigned your subscribers to their segmentations, create an email marketing campaign, or promote a product that appeals best to them. Then send the email at their preferred time of receiving. There are more ways or criteria you can use to segment your users, and the ones below are a few of the good examples.
1. Purchase History
For existing users that have bought something from your store, look at what type of items they purchased, and compare the item category to the other products they purchased. A good example would be a user who bought a foldable outdoor camping chair last week and bought a tent yesterday.
That alone will tell you that this particular user is interested in weekend recreational equipment. This process is also what you call a segmentation analysis. So, what do you do? You put this user into the “Recreational products” segment and send them promotions on more recreational goods.
2. Abandoned Shopping Carts
Other users won’t finish a purchase due to reasons such as product price or quality. You can put them within the segment of “Abandoned Carts.” When you have a better product or an affordable one, introduce them to your users.
This customer criterion will also make it easier for you to remind them of the items they left in their cart. When they don’t respond, you can remove them from your mailing list, which makes your marketing stats more accurate.
3. Upper Funnel Leads
Don’t just make a segment for the users that transact with your brand. Make a different segment for those who don’t as well but might be interested in other items you’re selling. To do this, you need to put the new subscribers or visitors in the “Upper Funnel Leads” segment.
You can then reassign the users in this segment into other user criteria such as “Age,” “Location,” “Gender,” etc. For example, if a visitor has just subscribed to your mailing list but hasn’t shown any interest yet, use their information and put them in the segment where they belong.
If their information states that they are 23 years old, assign them to the “18-25 age” segment. You can then suggest products to them that they might interest in, such as the latest gadgets and fashion trends.
4. Returning Customers
Returning customers promote your business, spend more money on your store, and are easier to sell to. Why? Because they trust your services and your brand. That is why you should have a special mailing list segment for them.
Whenever you plan a discount campaign or intend to hand out freebies for purchases, always give the vouchers to the users in this list first. And when you’re writing and email marketing content, personalize it just for them.
Final Thoughts
Email segmentation shows your customers that you really care about their buying experience. That’s why you should ask them properly about their information, interests, and budget so you may recommend and send products that are relevant to them at the right time.
