Email segmentation makes it easy to sort and filter subscribers into relevant groups and send them content they care about. In fact, it’s key if you’re aiming to improve your open and click through rates: Studies show that sending personalized content can result in 6x higher conversion rates. Yet nearly 70% of brands aren’t even scratching the surface of targeting and personalization. It could be that you don’t know how to segment your audience. Or maybe you’re not sure what type of content to send them once you’ve sorted them into groups. Whether you’re new to email segmentation or looking for ways to use it more effectively, we’ll break down the seven things you need to get started.
What is segmentation?
Segmentation is the act of taking a list and filtering and sorting your subscribers into relevant groups. There’s a million different ways to segment your audience, and they can all help you better target your email sends, which can lead to higher open and click-through rates. For example, if you’re a healthy food blogger, you can create segments based on dietary preference (i.e. vegetarian, vegan, gluten-free). You can do this by asking subscribers to select an option when they signup to your list or linking out in your welcome email.
A1 Segmentation is filtering your subs based on interests or even activity or lack there of. #EmailChat
— Clifton (@1fete) May 11, 2017
A1 Segmentation is sending targeted, relevant content to the right person. #emailchat
— Liz Willits (@lizwillits) May 11, 2017
A1 Segmentation is sorting subscribers into groups to help better target your email sends (and send content they care about)! #EmailChat
— Olivia Dello Buono (@oliviadello) May 11, 2017
Why send segmented campaigns?
We already shared how segmentation can result in higher opens and clicks. But did you know it can also lead to increased engagement with your email campaigns? Sending to smaller, more targeted lists can help you build trust with your subscribers. They’re more likely to stick around if they feel that the content you’re sending is relevant to their needs and interests.
A2 Segmenting helps you increase engagement. Subscribers will find your campaigns more relevant—and you'll get better results. #EmailChat
— Olivia Dello Buono (@oliviadello) May 11, 2017
A2 Sending segmented emails allows u to send relevant, targeted content to subs and increases conversions. #EmailChat #BestPractices
— Clifton (@1fete) May 11, 2017
@AWeber insight into response rates from different buckets of subscribers; target relevant content to the right person #emailchat
— Elizabeth Dawson (@eedawson) May 11, 2017
When should you start segmenting your subscribers?
Capturing information about your subscribers on your sign up form is a great place to start. By asking them questions right away, you’re better able to address their needs from their first touchpoint. A more subtle approach (though arguably more effective) is to segment subscribers based on their behavior. This could include things like purchase history or email engagement. Sometimes the best way to get to know your subscribers is by what they don’t tell you.
A3 You can start capturing information about subscribers right away by asking relevant questions on your signup form. #EmailChat
— Olivia Dello Buono (@oliviadello) May 11, 2017
A3 I recommend starting to segment and collecting the data to segment right away. #emailchat
— Liz Willits (@lizwillits) May 11, 2017
@AWeber right away! for retailers, for example, the message you send will be different for buyer v. nonbuyer #emailchat
— Elizabeth Dawson (@eedawson) May 11, 2017
How should you segment your list?
There’s a ton of different ways to segment your subscribers, some better than others. And since we have some exciting new updates to subscriber segmentation and tagging in the works (!!), we put together a list of some ways you can segment your audience while you prep for its release.
A4 Segment them based on the actions they take #Opens #Clicks #Purchases etc … #EmailChat #2Many2Type
— Clifton (@1fete) May 11, 2017
A4 One of my favorite ways to segment is by expressed interest. If you know a sub is interested in a topic, send relevant content #emailchat
— Liz Willits (@lizwillits) May 11, 2017
A4 Segmenting by past purchase behavior is a great way to send really targeted campaigns that have a high conversion rate. #EmailChat
— Olivia Dello Buono (@oliviadello) May 11, 2017
How can segmentation improve email engagement?
Sending targeted content is the best way to get subscribers engaged with your brand. That’s because people are more likely to respond to messaging that is relevant to their needs and interests. Effective segmentation starts with knowing your subscribers. The more data you’re able to collect, the better you can target them. Start by asking questions during the signup process or by sending out periodic surveys—you can get even more specific by tracking clicks to your website and creating content based on their destination.
A5 Segmentation allows for targeted content so your engagement should see a nice positive hit #EmailChat
— Clifton (@1fete) May 11, 2017
A5 People are more likely to take action if the content is tailored towards their needs and wants. #EmailChat
— Olivia Dello Buono (@oliviadello) May 11, 2017
A5 produce content that speaks to the specific needs of each persona in your contact list (hence the need to segment by persona). #emailchat
— Mike Mills (@SagefrogMike) May 11, 2017
What are some proven ways to use segmentation?
Segmentation can allow you to get creative with how you deliver content to your subscribers. It’s also a true test on how well you know them. Smart marketers are using segmentation for things like reengagement campaigns and for delivering tailored experiences based on lead generation funnels and how a person got to their site in the first place. Here are five more ideas for segmenting your next campaign.
A6 To see which subs are engaged and re-engage others who are not #EmailChat
— Clifton (@1fete) May 11, 2017
A6 Segmenting and adjusting emails for lead generation: showing how a blog about one topic is relevant to diff personas #emailchat
— Mike Mills (@SagefrogMike) May 11, 2017
Are there any segmentation best practices?
As with all things email, best practices always come into play. It’s always good to test your campaigns and iterate as necessary to continuously improve. The right data will allow you to get really tailored with your segments and send content that subscribers are more likely to respond to. Start collecting information from that first touchpoint and always look out for opportunities to get to know a little more about your audience.
A7 Test and track all of your email campaigns and tweak as necessary to help yield a better response. A/B testing is essential! #emailchat
— Mike Mills (@SagefrogMike) May 11, 2017
A7 Make sure you're collecting the right data to help you segment! #emailchat
— Liz Willits (@lizwillits) May 11, 2017
Bonus: Get the FREE Email Segmentation Worksheet and start increasing your engagement today. Still have questions on segmentation? Drop ’em in the comments!