Not All Customers are the Same: Email Segmentation

Email marketing is incredibly important when looking to build a brand that is connected to its audience. Your emails are 6x more likely to get a click-through than your Tweets, according to Campaign Monitor. But, a high-end brand can’t afford to look sloppy or generic. You need to differentiate your list in order to strike a personal chord with your consumers and improve your ROI.

Segmenting Your List

Not all customers and clients are the same. They don’t like the same things, they don’t live in the same areas and they aren’t even in the same stage of the buyer’s journey. So, you need to segment. Segmentation simply means gathering data on each lead or customer and then establishing campaigns that would appeal to part of your list. If you are marketing a new winter sweater, you won’t want to push it on consumers in Florida like you might market to those in New York. Your list should be organized to tell you where a lead lives, what he or she does for a living, past purchases, estimated point in the funnel and more. As your lead continues to interact with your company, you should continue to automatically mine information in order to create a list that is as detailed and beneficial as possible to your campaign strategies. This will allow you to send out emails to those just discovering your brand that are far different in nature from those who are nearly ready to purchase and even more different from those who already have purchased from you. When consumers are loyal customers that continue to come back, you can offer special deals and sales that you aren’t offering the prospects just stumbling onto your site.

Email Marketing Automation

Another great thing about email segmentation is in being able to set up email automation. This means you don’t have to push the buttons to send emails to specific consumers at specific times. If someone decides to sign up for an account on your site, a welcome email is automatically triggered and sent. You can automate emails to be sent on birthdays, based on locational seasons, to highlight products that are similar to past purchases made by the consumer, to highlight services available in their area and more. Every time you are able to automate a campaign and set up factors for sending it to the right person at the right time, you’ve simultaneously saved yourself time and improved fast communication with the user.

Remarketing

Email segmentation can also help track who is looking at what you offer and considering a buy. One of the biggest missed opportunities for a company comes in failing to remarket. You can send out abandoned cart emails to remind a user of the items they clearly wanted that are still sitting in a cart. You can re-introduce a service or experience opportunity to someone who has backed out of completing registration. For the average company, 68 percent of carts are abandoned. VWO did a survey that found 72 percent of consumers ages 25-34 were very likely to purchase a product that was remarketed to them during a sale if they had abandoned it in their cart. Marketing Sherpa found that those who were reengaged through abandoned cart email reminders spent 55 percent more than the original abandoned cart total when they returned to the website. And, Listrak reported that an abandoned cart email sent within 3 hours is opened 40 percent of the time with a 20 percent clickthrough rate. If this holds true with a shopping cart (that is a bit easier to track), then you can imagine it is similar to those considering event tickets or registering for a class. No matter what you offer, you will want to remarket to those who have only really entered the awareness stage of your funnel.

Want help segmenting your list for greater reach and more impact? Let Mediaboom increase your ROI with targeted email marketing campaigns that offer real value to your audience.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.