3 email segmentation ideas 17 Feb 22
You'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.
Don’t feel overwhelmed by this, we're to help!
First things first: it’s essential to understand 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 their journey. Email marketing is not an exception. Maintaining access to your customer’s inbox means staying attuned to who they are and what they want.
Segmenting refines your email approach. People on your list aren’t necessarily ready to buy and should be grouped accordingly to provide value at all stages of the journey. Here's three segmentation ideas we suggest our clients.
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.
2. Engagement activity
Grouping based on open and email interaction information. Depending on the data, certain users might be more inclined to receive (and act on) follow up targeted campaigns.
6. The uninterested
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 hygene (improved stats), economic (their list presence costs you space and money in your ESP) and overall decency reasons (do not be spammy).
A gift from us to you: download free more 8 segmentation ideas. As an exercise, implement two or three in your email marketing strategy. If you'd like to know more, take at look at our comprehensive guide: Rethink Email Marketing.
See you soon, buddy!