Email marketing is one of the most effective marketing strategies to build a solid business. Email marketing segmentation represents the grouping of email subscribers into subgroups divided by various criteria, such as preferences, interests, location, activity, and more. Email segmentation can dramatically improve the conversion rate from email marketing activities.
A quick intro to email segmentation
Email list segmentation is the process of dividing your subscribers into smaller groups for better-personalized emails. Rather than sending the same email to all your subscribers, segmentation will foster better engagement and hence better click rates. In all, segmentation will help improve the effectiveness of your campaign.
Upon segmentation of subscribers, your automation will work better, as you have different autoresponders for different segments of your audience.
Segmenting your email list starts when the users submit their data. You need to know why and how they got on your list, their names, location, and lead magnets that attracted them to your list. This will enable you to personalize emails to them that will trigger their interest.
15 Segments to Break Your List Into
New subscribers
Send new subscribers a series of welcome emails during, and after sign-up.
Preferences
Subscribers who want to hear about blog posts vs. those who only want sale notifications.
Interests
The purchase history of subscribers is an indication of interest. Send customers recommendation emails about related products.
Location
When you have events happening in a location, you should notify your subscribers who live in that area about the event, they may not be able to attend, but it helps you build goodwill. Also, if you have a physical store as well as an online store, you can inform customers about their closest walk-in store for promotions that are in-store only.
Open rate
Reward subscribers that engage your emails with special offers to maintain their loyalty.
Inactivity
Let inactive members know what they have missed since their last activity; using analytics on how more people are benefitting from your offers may just remind them of how much they are missing out on, and they get active again.
Lead magnet
Send content to your subscribers on their lead magnet preference. Different people have their choices for consuming information. Some subscribers may put in for more than one lead magnet, so it is important to include them in separate lead magnet lists so that they can get information for all new information.
Shopping Cart Abandonment
This is quite common for E-commerce businesses as some customers will fill up carts without checking out due to many reasons best known to them. It is important to remind them to complete their purchase and to offer a freebie if necessary. E.g., “complete your purchase and get a 15% discount off your next purchase”.
Abandoned Form
Some visitors will appear on your website but will not complete their registration. It is important to make their email address the first detail you will ask for so that if they don’t even complete the sign-up, you can always reach out to them some other time. You can also use WordPress’ WPForms Form Abandonment Add-on to save emails even if they don’t submit.
Customers Who Didn’t Buy
You might have launched a product with limited quantity, and your visitor missed out on the opportunity to buy. You can try to compensate them by offering really valuable offers to them that salvages your relationship with them.
Segment by Purchase
Treat customers who purchase large amounts by offering them appreciation coupons or free gifts that will make them attached to your brand. Also, customers who have returned to make more orders – say 3 times, have shown some sort of loyalty and you should reward them by giving them cheaper offers on their next few purchases. You should also take note of certain purchases that are seasonal. If a customer purchases a weatherproof jacket for the snowy period, you should be able to suggest lighter cotton clothes in your promotional emails during the start of the summer season.
Change in Purchase Pattern
If you have a virtual product or service where you need the customer to regularly subscribe, if they stop suddenly, you should check in with mails to ensure you aren’t doing anything wrong. Always ensure to conduct a survey on why the user canceled as it will help build user experience for other subscribers.
Segment by Reviews
Testimonies of your customers can never be overestimated, as they propel other skeptical users to make their purchases. Sometimes customers are too lazy and selfish to drop a review, but constant friendly reminders with targeted emails can do the trick and boost your brand reputation.
Segment By Website Activity
You can monitor your visitor’s activity on your website to know what exactly what they are looking for, using tools to extract their browsing data and sorting similar users together to create personalized offers and products for them just as if they are inside of you.
Segment by Gender
If your business sells separate items for men and women, most notably fashion, you should segment your subscribers by gender to exclusively give them relevant updates. You definitely do not want to update women about men’s clothing and vice versa.
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.
A digital channel is a marketing channel, part of a distributionstrategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.
Inbound marketing is a marketingstrategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketingstrategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
