3 email segmentation ideas 17 feb 22
We’re sending emails en masse, yes, but if you want to connect with your prospects and build something meaningful, you must tailor your message.
As your mailing list grows and email marketing strategy matures, you’ll want to segment your prospect catalog into sub-categories inline with your subscribers’ activity, behavior and position in the customer journey.
First things first, understand your audience
It’s essential to have a clear understanding of what audience segment you are targeting in order to provide the right message at the right time.
Your goal with all forms of marketing is to help your customers move through the phases of their journey as friction free as possible. Email marketing is not an exception to this. Maintaining access to your customer’s inbox means staying attuned to who they are and what they want at the relevant time.
Segmenting refines your email approach. It recognizes the people on your list aren’t necessarily ready to buy and should be grouped accordingly. Providing value at all stages of the consumer process is part of a long play.
Three ways to segment users including group based on:
1. Lead magnet activity
Grouping based on which lead magnet(s) a user has obtained, and when. If a user has downloaded more than one magnet, there is reason to believe they like what you have to say, and might also be interested in what you have to sell.
Grouping based on email interaction information. Depending on the data, certain users might be more inclined to receive (and act on) follow up targeted campaigns.
In other words, people who have been inactive for awhile (e.g. 90 days) or haven’t opened your last X emails (e.g. 15). Attempting to enticingly re-engage is important, as it's cheaper than attracting new users.
If it doesn't go as expected, remove them from your list for list hygiene purposes, economic reasons (their list presence costs you space and money in your ESP) and overall brand decency (do not be spammy).
Help yourself to knowledge: download our free 5 segmentation ideas. Have a look at these behavioral groups. As an exercise, implement two or three in your strategy.