When it comes to email marketing, the best return on investment (ROI) is to build a hyper-segmented and targeted email list.
Everyone in the world has different tastes, interests, and experiences. These differences translate into how they interact with products and services, including your business or blog. Imagine a car dealership; often times a person who is interested in a heavy-duty trunk is not interested in a hybrid.
With a hyper-segmented and targeted email list, the dealership can focus its marketing to the two different audiences it has: those interested in heavy-duty trunks and those interested in hybrids.
Targeted email lists are critical even if you have less than 100 subscribers; no matter the size of your audience, you can utilize hyper-segmented email lists.
What is Email Marketing Segmentation?
Simply stated, email marketing segmentation is dividing your email list into different categories.
The reason is clear: different strokes for different folks. You can segment your list any way you like. For example, you can divide your list into groups (or segments) who have:
- Shown an interest in your skin care products but haven’t made a purchase
- Already purchased a skin care product from you but haven’t re-ordered
- Proven to be loyal, repeat customers for skin care products
- Shown an interest in your hair growth products but haven’t made a purchase
- Already purchased a hair growth product from you but haven’t re-ordered
- Proven to be a loyal, repeat customers for your hair growth products
From your point of view, these different segments have very different needs. You may need to send prospective customers enticing emails with low introductory rates to reel them in.
The more segments, the better, so start your segmented and targeted email lists the right way from the start.
What are the Benefits of Email Marketing Segmentation and Targeted Email Lists?
The primary benefit of hyper-segmented and targeted email lists is that they produce clear results on ROI by increasing the likelihood of conversions and call-to-actions.
MailChimp, the popular email service company, recently analyzed over 9 million emails to gauge the effects of segmentation on open rates, the percentage of sent emails that get opened by their recipients. Numbers don’t lie: MailChimp saw a whopping 14.4% increase in open rates as a result of email list segmentation. That translates into more cost-efficient email marketing and a higher conversion rate.
By sending targeted emails from a hyper-segmented list, you can personalize your message to zero-in on a reader’s hopes and dreams instead of just throwing a huge net out to see what’s floating around. It’s been proven that targeted, unique messages tailored to each segment of your subscriber base increase a reader’s interest and attention span.
Hyper-segmentation means refining your list constantly, creating new sub-categories, and always testing your emails within each segment. A targeted email list gives your campaign the personal touch that makes people take notice.
How Should You Segment Your Email List?
Obviously, everyone’s business is different, and you have a unique email marketing list on your hands. While only you know how to group your email addresses best, here are some suggestions to get you started:
- Geography – Grouping by location is great for national and global sales. This allows you to create custom emails based on seasonal factors or newsworthy events in the selected area.
- Previous purchases – Sending targeted follow-up emails to customers who have made purchases from you is a prime opportunity to gain another sale. You know what they just bought, and you know what they’ll need to go with it.
- Seniority – Sorting your list by how long each subscriber has been with you is a good idea to keep seasoned buyers and new customers separate. As mentioned above, each of these segments needs to be addressed differently.
- Industry – A targeted email list subdivided by industry is especially helpful for business-to-business lead generation. A flooring company might have customers in both a dental office and a meat packing plant, but it should address them differently according to their different needs.
Targeted Email Lists: Tactics You Can Use Today
Start implementing the suggestions above and begin your segmented and targeted email lists today. You can further refine your segmentation by age and gender. Get creative in thinking of new categories; you could discover trends within and across the segments.
Finally, put your segmentation to the test, using different benchmarks such as delivery rate, view rate, open rate, click-through rate, and sales conversion rate. You may be surprised to learn that people respond to tailored messages warmly.
Thanks to services like MailChimp, sending out targeted emails on different subjects to different groups is a one-click process. Segmentation is the best way to keep your email campaigns organized and your customer base growing.