Important email content. Marketers must ensure their messaging engage with audiences so contacts will read and act.
How can you write something special for a big audience in various buyer’s journey stages?
This article explains why email marketing initiatives require consumer segmentation. We’ll also offer unique ways to segment viewers beyond demographics..
Why you need to use email segmentation
Segmenting customers isn’t new. Marketers use this strategy to send more relevant emails to consumers. Most email service providers, even free ones, enable marketers to employ this method.
It’s been successful. Segmented marketing may boost income by 760%. Segmented campaigns boost marketers’ open rates, relevancy, and sales leads.
Most email marketers start with segmentation. They sort by age, gender, or location. This strategy works. Engagement and other indicators will improve.
But you may segment your groups more specifically to send more tailored and relevant communications. Here are seven client segmentation methods to increase email outcomes.
1. Segmenting emails by client tenure
Send diverse messages to longtime and new customers. Customer segmentation can help.
Welcome campaigns help categorize new leads in your funnel. As a new user, everyone on a welcome drip list receives tailored messages.
This divided email list may be one of your most successful—at least initially. Half of your list opens the welcome email, making it 86% more successful than a typical message. Welcome campaigns have strong first engagement rates and help select which contact groups to use thereafter.
This method isn’t simply for new clients. Try segmenting a list of longtime contacts. Create a campaign to praise them for their collaboration and offer special incentives.
2. Activity-level customer segmentation
Customer activity level is another effective segmentation method.
Active, high-spending customers should be handled differently than inactive ones. Sending inactive leads the same emails as current contacts would harm open rates, click-through rates, transaction rates, and ROI. Inactive contacts may designate your email as spam, causing more issues. Segment your list by activity level to send more emails to your most active contacts.
You should send to inactive contacts, nevertheless. Re-engaging this group will help them become more active.
Example: Framebridge’s email. Re-engaging this group will help them become more active.
45% of re-engagement emails are read, according to studies. Fewer will act, however. Consider these connections last-chance chances. If they don’t engage, drop them.
3. Device/platform-based customer segmentation
Everyone who reads your emails sees them differently. Gmail on iPhone looks different from Outlook on PC. Consider segmenting your email audiences by device.
This is important if you want to send an email that certain email services won’t format or display. Depending on your email service provider and CSS code, images and videos may look differently (or not at all).
This approach may also be used to improve mobile email. Some emails seem better on mobile and vice versa. Technology has advanced, but sometimes your responding emails aren’t. If you have email marketing resources, you might send mobile and desktop versions of your email.
4. Job-title based customer segmentation
Managers and executives get different emails. Segmenting by job title or skill level lets you personalize tone and technical details.
Like account-based marketing. Instead of a single firm, you’re targeting a job title across numerous companies. Personalize your communications to address the pain points or demands of consumers with this job description.
Valentine’s Day is coming.
5. Customer loyalty or VIP segmentation
You may establish a separate group for your most loyal or significant consumers. This might be decided by a customer’s program enrollment or spending level. You may then send VIPs messages regarding special events.
You may segment loyalty schemes, too. Accenture discovered loyalty program consumers appreciate various things. Others preferred customized programming to exclusive offers.
6. Birthday-based customer segmentation
Marketers underuse segmenting by birthdate. Establishing 12 parts every month is exactly as effective as creating 365 for the year.
This segmentation strategy shows consumers you care. Customers adore them.
This email segments dog owners by birth month. The email gives pet owners birthday gifts for their crates that month. Birthday emails earn over 350% more than advertising emails.
Creating more thorough client segmentation groups helps increase email performance.
You may segment contacts by whatever data you have. Don’t overdo it. Consider your business-critical customer data. From there, segment your email. You may have contacts across segments.
Once you have your lists, send each group personalized emails or drip campaigns. You’ll improve quickly.