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Email marketing is one of the best tools any marketer has in their belt. Knowing how to segment email lists for higher engagement, is a skill that takes time, experience and know-how.
To be effective, you must know how to segment email lists, because this will allow you to target specific customers based on their individual characteristics. In turn, this is how you’ll generate the most engagement from every channel and contact type.
List Segmentation: The Basics
Your email list comprises a great deal of names, and each name represents a person. Therefore, it’s only fair to assume that these people didn’t come from the same background and don’t have the same education, careers, interests, and buying habits. And that’s where segmentation comes in: it’s the process of dividing your email list into sub-groups, thereby allowing you to better target the individuals on your list.
For instance, say your email list contained 100 names. Instead of sending the exact same email to each person, you would break the list into several groups, with the members of each group being linked by a common factor. Next, you’d send a tailored email to each group with customized content.
Different Ways to Segment Your List
When you want to learn how to segment email lists effectively, it can be helpful to think about it like a restaurant menu. Imagine you went into a restaurant that had hundreds of meal offerings. Going through the entire menu and choosing a dish would take a long time!
But then imagine that the restaurant actually had multiple versions of the menu, and each one was broken down based on food preferences, such as vegetarian fare, nut-free options, and meat dishes. That way, tailored menus could be given to patrons based on their preferences. Email list segmentation works very similarly, except the segmentation is based on factors such as:
- Demographics (factors like age and gender)
- Geography or location
- Buyer persona
- Shopping habits, past purchases, and purchasing frequency
- Employment, organization, or industry
- Education level
- Job title or seniority
- How long they’ve been a customer
Why Segmenting Is So Vital
Going back to the restaurant example, imagine you were a vegetarian who got handed the meat menu. Chances of you finding something you wanted would be slim, right? In fact, you’d probably leave, thinking there was nothing there for you to eat. Similarly, list segmentation is all about relevance, and making sure your customers know exactly what you have to offer that will interest them. The emails you send must be relevant and engaging if you want them to be successful. Segmentation guarantees the right emails go to the right people.
Targeted messages like this can increase the chances that customers will open your emails by nearly 20 percent, and will also increase your click-through rates. Moreover, when you master the art of segmenting your email lists, you’ll also improve email deliverability, because relevant and interesting content is less likely to be flagged or reported.
Segmentation may sound like a complicated and difficult process, but it really isn’t. Moreover, there’s email software out there that can walk you through how to segment email lists, and even automate most of the tasks for you. Clickback’s email lead generation software is designed to help you strategically segment lists, and create email campaigns that generate high engagement metrics.
Not only will segmentation result in better engagement, but it can also increase click-through rates, conversions, and sales, and reduce instances of unsubscribing and emails being flagged. Even if segmentation takes a few extra minutes, it’s more than worth the effort.