Marketers know that segmenting email marketing lists can improve open and clickthrough rates.
Mailchimp’s latest user data showed that segmented campaigns get 14.37% more opens and 64.78% more clicks than non-segmented campaigns.
That said, figuring out the best way to segment your email marketing lists can be a huge undertaking.
To make it a little less daunting, this post will show you 10 quick and easy segmentation strategies that you can get started on today.
5 Easy Email Marketing Segmentation Strategies
The first way many marketers begin email marketing segmentation is by demographic data.
Information such as age, gender, company position, and income level can tell a lot about a person’s needs and interests.
The more information you can get about your audience in the sign-up process, the more options you’ll have for demographic segmentation. Be careful with this, though, because asking for too much information can scare people off from signing up at all.
Decide which metrics are most essential for your business and include those questions in the signup process.
2. Survey or Quiz Results
Some marketers are minimalists who wouldn’t dare to ask for more than an email address to sign up for their mailing list.
That’s fine – you can still get access to nuanced data about your customers by creating a survey or quiz.
A survey gives you the opportunity to not only get that valuable demographic information but also insights into individual tastes, preferences, and beliefs.
If you want to send out a survey to your audience and get a lot of responses, you should probably create some kind of incentive for completing it – such as entering them in a drawing to win a prize.
Or, instead of pitching it as a survey, turn it into a quiz that offers results that would interest your audience.
3. Email Engagement
Email engagement is another very basic way to segment your lists, but it can have a huge impact on your overall results.
You can segment by engagement by designating active vs inactive users, such as someone who hasn’t opened your emails in three months. You can then create a specialized campaign designed at re-engaging your inactive subscribers.
Or you can focus on subscribers who do engage and target them more specifically. For example, you send out an email announcing an upcoming sale and everyone who clicks through the email link can be categorized as “interested.” You can then create a special campaign to further target them as likely buyers from the sale.
4. Geographic Area
There are a lot of different ways to use geographic location data, making segmentation by geographic area a valuable tool – especially for businesses where location greatly influences purchasing decisions.
ways companies can use geographic data include:
- Time-based email messages. Stagger your emails to send out at optimum times for customers in different time zones.
- Advertising regional promotions. Send focused emails for events in certain store locations.
- Live webinar or AMA invitations. Adjust event timing based on audience location.
- Personalized travel directions. Customize directions to a store or event based on the reader’s geolocation.
- Where a customer shops. Send out offers specific to the physical store a buyer frequents.
- Location-specific content. Use a location in your headlines or content to draw attention and offer a personalized experience.
5. Past Purchases
Segmenting by past purchases is another simple way to optimize targeting. The easiest way is to start sending out email recommendations for similar items or accessories that would go well with their previous purchase.
Or, if a customer bought something that requires replacement, refilling, or renewal, you can send out targeted emails based on their potential needs.
For example, if someone purchased a certain hair styling product, you can make an educated guess about when it might run out – and send an email after a few months suggesting a reorder.
Email marketing segmentation isn’t a tactic reserved only for brands with the most advanced marketing automation software. With a simple email marketing service and a bit of creativity, you can start targeting your audience with these easy segmentation strategies today.