The email marketing strategy is the most effective marketing approach since the early days of the digital era.
Meeting our prospects’ expectations by delivering relevant benefits through our content and products is easily accomplishable with e-mail marketing. More precisely, the premise is to grow a segmented e-mail list filled with relevant and personalized data to improve your email communication’s efficiency and performance.
Put, improve your email marketing game and you’ll improve your business performance. In this article, I’m sharing 5 ways to deliver relevant marketing content by segmenting email subscribers. Pay attention, take some notes, and take action.
Leverage Data to Effectively Segment Your List
Even though list segmentation might sound like a daunting task, it can be broken down into simple and manageable steps.
As for the basics, you need three important things to get started:
Email addresses and user data that is tied to them – anything from age to interests and behavior.
An email sending tool (email autoresponder) – most reputable email autoresponders provide segmentation features.
A strategy – you must decide how you’ll segment your subscribers and what type of content and promotion you’ll send to each.
This post is more about helping you develop a unique segmentation strategy by providing you with more ideas and suggestions.
Here are the two main types of data you can gather:
The first type of data is demographic data, and it includes any palpable characteristic of a subscriber.
Here’s how you can group your subscribers and create list segments:
Gender – different genders behave and shop differently.
Location – promoting local businesses to international prospects is a money-waste but targeting locals for a local product launch event is profitable.
Job position/Income – you can segment your list based on their professional status and power of income.
Age – your communication and marketing should be aligned with your prospects’ age, mindset, and beliefs.
Interests – if you can get this sort of information (surveys, email sign-up form, etc.), you can segment your subscribers based on their interests and perspectives.
The second type of data is behavioral data, which is simply the indirect feedback you receive from analytics. You can extract such data and leverage it to optimize your list segmentation strategy by measuring your visitors’ behavior and setting up smart email remarketing campaigns.
Here are some of the aspects you should pay attention to gather relevant behavioral data:
- What feature of your product/service do your customers most need and use?
- What are the most visited and used website pages?
- What type of emails are most frequently opened, and why?
- What do your prospects buy?
Establish Your Groups and Personalize Your Emails
Email segmentation is about personalizing the user experience to enhance his overall experience and relationship with your brand.
After you’ve decided how you’ll “split” your email subscribers, your job is to create a smart email content strategy that your subscriber groups will find useful.
In your opening emails, let your subscribers point to their preferences regarding your communication frequency, the topics of your updates, and perhaps their expectations from your brand. Gather as much data as possible, then create an exceptional email sequence that’ll cover your audience’s deepest concerns.
Deliver Exceptional Content
Content’s quality is defined by many things, though if we simplify it, we get to two big categories: value and quality.
The value itself is the information you present to the audience. You can improve the value you provide by improving your understanding of your target audience, by developing your marketing skills, and by perfectly knowing what you’re talking about.
The quality of your content is the language you use, the personality you inflict, and your content’s correctness.
I often advise webmasters and entrepreneurs to leverage professional writing services to improve the quality of their content. The difference is huge – like the difference between writing your resume for the first time and submitting it with high hopes and allowing an expert to create a professional resume that’ll definitely impress.
Send Powerful Reminders and Engage
A great way to improve the impact of your brand-to-customer communication is to send powerful reminders and engage with your customers at different intervals and circumstances.
For example, you can send “Happy birthday” emails with some exclusive tips or discounts (email segmentation makes it easy because you already have the data).
You can remind your most active email subscribers (the ones that always open your emails and click your links) that you’re grateful for their presence and that you’re happy to get in touch personally.
Test, Measure, and Optimize
Email marketing demands a lot of testing. Analytics is the keyword here. I’d say that email marketing is a numbers game that can be improved by testing, measuring, and optimizing your strategy, campaigns, and emails consistently.
There are several distinctive email analytics tools you can leverage to gather indirect data that’ll allow you to optimize your campaigns.
Optimizing your campaigns means deciding what to add and cut from your email marketing strategy. It would help if you took things easy. Use the A/B testing method to test different key performance indicators and keep your analytics organized.
Segmenting your email list isn’t rocket science. As well as checking its validity. It’s not simple either because it demands you to go through a learning process. As I’ve finally suggested, you must test, measure, and optimize your email campaign consistently. That’s the only way you’ll be able to consistently improve your emails’ open rate, click-through rate, and conversion rate.
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