Having a high-volume email list will not necessarily mean a lot if it cannot provide you with ROI. Segregating and personalizing emails is becoming important to narrow down target population and improve customer engagement.
Here are few ways in which email lists can be segregated to generate higher returns:
- New Subscribers
Having the new subscribers segmented can be a good way to build strong buyer personas through them. It is necessary to convert such subscribers into loyal customers by sending a string of welcome and offer emails for them to be engaged right from the start.
It is important to understand the user preferences as it will help reduce the chances of them opting out of your email list.
Amy Gesenhues, a reporter for Marketing Land, says, “Only 7 percent of the brands included in Experian’s study use customer preferences to determine marketing mediums.”
If you offer products that are gender specific, it is always advisable to send out separate emails depending on preferences. It would be easier to tailor-fit the content keeping in mind the aspects that appeal to the respective sexes.
Age-based segregation is mainly helpful when you sell products or services to various age groups. It can be further specified to marital and lifestyle statuses as well.
- Job Function
Your email list could contain a whole melee of different job functions like office personnel, salespeople, marketers, consultants, developers, customer service, accountants, etc. The approach followed for one domain may not hold good for the other.
Every user is different from one another- a painter has different product sets from that of someone interested in cars, so, this criterion gives you a whole new window of the market that would not be known with an unsegregated email.
Location-based categorization is important to deliver the specific content to buyers based on geographical relevance. You cannot email an offer of a brand that is not available in user specific cities. It becomes pointless and gives a negative view on your products and services.
Customers must be acknowledged for the fact that they have been associated doing business with you. Also, emails congratulating them on personal milestones may remind them of that particular product or service they wanted to buy.
Such emails not only drive your sales, but also gives them a sense of connection to your brand, driving them to even suggest you to other potential customers.
- Open Rates
Data collected on email open rates can be very helpful to target users based on the frequency by which they open emails. Users who view your emails can be regularly provided with rewards or special access while users who do not, can be targeted with emails that persuade them to check them.
Inactivity may be a sign of lack of interest or just a lapse in memory. Either way, categorizing inactive users and sending more enticing offers or gifts to these dormant users can re-engage them with your company.
- Abandoned Forms
Many users begin to fill in sign up forms, but would not complete them. Irrespective of the reason, it is important to remind them that they left midway. This can also promote your chances of improving customer relationship.
- Abandoned Shopping Cart
On the other hand, an abandoned shopping cart may reflect hesitance, and some persuasion is all it needs sometimes. The email needs to remind the user of the purchase that he/she might have missed out on or make them want the product by showcasing relevant products.
- Purchase History
The types of purchases made by a customer can tell you a lot about him/her. For example, a middle-aged man who bought a fishing rod or shows some interest in it can also be a target for boating equipment. It would be easier to send specific emails which might interest them.
- Type of Purchase
If you offer a lot of different types of products, segmenting your customers by their choices is a great way to determine what their interests are, so that you can offer curated products that you know they’ll love.
- Purchase Frequency
Frequent buyers don’t need much upselling. So, you can just reward them with a special coupon or an invitation to join your loyalty program.
On the flip side, you can use targeted email marketing to encourage one-time customers to come back for a few seconds.
- Website Activity
By monitoring the activity of the user, you can tell what they might be looking for or what type of content keeps them engaged. The ones with limited activity can be focused to attract and keep them engaged on to your website.
- Buyer Persona
You can create targeted email lists by separating your subscribers into various buyer personas by looking at what they’ve opted for, what they’ve clicked on across your pitched emails, and their behavior on your website.
- Business Type
The type of organization that a company identifies itself as will be an indicator of the type of email content that will be most relevant to them. This can range from non-profit, to an enterprise or associations, and so forth.
- Business Industry
The industry that you wish to target is very important as different industries have different types of needs although in a similar domain. If you collect industry information about your subscribers, you can align your email content which is highly relevant to them.
- Survey Respondents
If you conduct surveys via email, a simple reward or acknowledgement would go a long way. They will be glad to know that you respect and appreciate the time they took out of their day to help you out!
Long term customers that have maintained regular business with you need to be kept engaged by regular customer appreciation and thank you emails.
On the other hand, those who are not regular enough may not require a similar treatment, but they need to be drawn to buy in rather than be thanked.
- Purchase Cycle
Certain purchases have a cycle- they are seasonal or occur at specific times. Knowing where your customers are in their unique purchase cycle can guide your email marketing campaigns effectively.
- Change in Content Engagement Level
Sometimes, people simply get busy and stop engaging with your emails like they used to, and this can happen no matter what you do. However, if you don’t do anything to re-engage those subscribers, you could lose them forever.
- Change in Buying Behavior
Particularly, if you offer a monthly subscription, or you have a product that needs to be re-purchased on a regular basis, you should check in with the customers when they change their buying patterns.
- Stages in the Sales Cycle
New subscribers need to be nurtured and warm leads need to be pitched for the sales to eventually close better sales. Moreover, the existing customers need to be presented with cross selling or up selling. Every stage of the sales cycle should have its own unique email marketing campaign.
- Satisfaction Index
It is important to know where a customer stands with regard to how satisfied he/she is with the products and services provided by the company. Knowing this will help target unsatisfied customers with special offers and discounts and retain regular merchandise to customers who are happy with what is being provided.
- In-Store verses Webstore Visitors
If you have both offline selling space and an online shop, then, segment your customers by where they engage. That way, you can provide specific information to your customers who buy from your offline store about online-store only promotions.
- Page Views
Customers who have high page views need not be targeted with bright subject lines or exciting offers as they are form the regular traffic on your page on any given day. The ones that need to be targeted are those that do not engage on your website.
- Content format
As it is seen that the type of industry influences the type of email you send and so does the format of the content. You should remember that the tone used for various designations that are present are not generally the same. They may be at the c-suite level or hold a regular executive position within a company. Moreover, your content should also be aligned to the industry your target audiences belong to no matter when you pitch them.
30. Customer value
Customer value is based on the amount of time and money that they choose to spend on your website. The ones who spend more don’t necessarily need more generous offers, but they should be spoken to in the emails in a way that make them feel special.
So, start segmenting your emails right away. However, before you do so you might as well take a look at some tools that may make it a little easy for you to get across your target audiences. They do not promise everything that I’ve said here, but they can undoubtedly help you kick start the process.