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Well, we all know email marketing is powerful, but do you know what’s the most influential?
Segmented email marketing strategy which serves to channelize your data in the best way possible so as to get desired results!
But what is segmented email marketing?
Segmentation email marketing is categorizing your email subscribers into smaller segments. These segmented email lists are a personalized tactic to deliver relevant content through email marketing.
Segments based on geographic location, interests, purchase history and many more are divided accordingly to personalize messages instead of catering the same to a common mass.
Firmographics is a basic email marketing segmentation technique used to build segments in B2B email marketing. The more details you collect, the easier it is for your firmographics to fit into accuracy.
Determine your trade-emphasized metrics like business size, company location, industry, and other technologies used by your targets. To acquire desired details, a sign-up form on your website would be a great move.
Prioritize your metrics to achieve insights from your audience. Avoid asking your customer too many details because they might likely end up not signing up for your newsletters and updates!
The geographic area gives you many factors to base your segmented email marketing on, especially in businesses where location plays a crucial role and impacts purchase decisions.
It can be used for time-based email messages, location-specific content, regional promotions, event invitations, and special offers to any particular physical store.
What’s best about targeting your audience geographically is that you have a command over understanding a certain style and preference of a particular place or people from that area, making it easier for you to strike them at what they have been waiting for!
Creating survey forms is one of the active ways to gather your audience’s information. It also helps in configuring the firmographics and tells you about your audience’s personal preferences, tastes, and inclinations.
Engaging your audience with your content should be your principal motto. Quizzes are the easiest way to rely on. Conduct different types of quizzes to instill that interest in your consumer.
Offer something in return, a lucky dip winning a prize or quiz results that can engage your audience.
HubSpot says, “Marketers that use segmented campaigns have recorded a 76% increase in their revenue.”
Figuring out the patterns about your audience’s past purchases is a simpler way to segment them. Start by sending relevant promotional content or deals related to their previous purchase.
Sending an email recommending a renewal or a repurchase of the same product also attains your people’s engagement. Newer suggestions related to similar products might also help them desire more of it!
Tools with which you can track your visitor’s behavior are your saviors. You can get insights about visitors’ scrolling behavior, icons clicked, time active on a page, and many more.
You can access
Employing this, you can design and plan your email content targeting your audience.
Keep a keen eye on your open and click-through rates. Classify your email subscribers into two main classes – active and inactive users. Consider individuals who haven’t opened your emails in the last three months as inactive users.
Design a special email campaign to re-engage your inactive users. Add them to your existing active users’ list, if they’re found showing interest. You can also plan another email campaign especially targeting the re-engaged individuals.
One of the most prominent ways to segment your email subscribers is according to their position in the sales funnel. It is a valuable way to customize your email content.
The prospect at the top of the funnel should receive a different message to get engaged when compared to a prospect at the bottom of the funnel. Likewise, you can curate and plan content as well as email campaigns.
Tip – No hard and fast rule about which segmentation is the best. Keep trying the most practical methods and find the one that works for you!
The Internet Service Provider validates the interaction between the email sender (you) and the recipient. It observes the way a recipient responds to a particular email from a sender (again you!). If it is found to be not very engaging or irrelevant to the recipient, the ISP may mark you as spam.
Here comes the savior, segmented email marketing! It helps you get through the spam-check and improves your sender reputation.
Consider how each of your customers would respond to your messages. Undoubtedly, not every user responds the same to your email, if crafted as one. Contemplate your audience’s pain points and preferences, and strategize your email content’s outline for each segment of audiences individually.
Your audience will be at different stages in the sales cycle. Sending irrelevant information to any of your audience is a waste of one’s time. Thus, opting for segmented email marketing eliminates the chaos of miscommunication and enhances your email marketing campaigns’ results.
The more you find out about your customers, the more you can tailor your approach to demonstrate how your product or service can help them on a personal level, benefiting both yourself and them in the process.
Learn how important is marketing segmentation in B2B to improve your approach.
Segmented email marketing improves email marketing campaigns resulting in
Every business involves a portion of sales. It is one of those inevitable and critical components of a business, regardless of its size!
In parallel, understanding how your audience will respond to your product boosts your sales. Reinforcing it, segmented email marketing acts as a tactic to send highly targeted email campaigns.
Your customers get what they want and you get more sales, segmented mailing makes a win-win!
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