Email segmentation, like email automation, is an incredibly effective tactic used in digital marketing to increase engagement and boost revenue. Essentially, segmentation allows you to deliver more relevant email marketing communications to your database. 

Many businesses don’t understand the power of email segmentation and still believe sending the same marketing email to their entire database is okay. What they don’t know is that by using email segmentation, they could seriously boost their conversion rate and profits. In fact, by implementing segmented email into your marketing campaigns, you could see revenue increases of as much as 760%! Read on to find out more. 

What is email segmentation?

Email segmentation is the process of dividing your email list into smaller groups based on specific characteristics such as behaviour, interests, location, demographics and purchase history. By segmenting your email list, you can send more personalised and relevant email marketing campaigns to your subscribers, which can lead to higher engagement rates and better conversion rates. Segmented email lists return over 3x the revenue per recipient of unsegmented lists. And, the click-through rate (CTR) of segmented emails is more impressive too – almost double, in fact. Segmented emails have an average CTR of 1.99% vs. 0.92% of unsegmented emails, while the open rate is 16.17% for segmented emails vs 9.95% for unsegmented ones. 

You’ll also be less likely to annoy subscribers by sending them emails that hold no interest, making them less likely to unsubscribe. 

So why is segmentation so important when it comes to email marketing?

#1 Increase the ROI of your email marketing campaigns

Segmented email campaigns are responsible for more than half (58%) of all email ROI, so segmenting clearly works. But it’s only this effective if you segment correctly. How? Here are some user behaviours which you could use to segment your email list effectively: 

• Onsite activity
• Location
• Level of engagement
• Email metrics
• Purchase history
  

#2 Send more relevant content

People are more likely to engage with content if it’s relevant to them. By splitting up your email list into similar segments, you can control what each group receives. 

For example, if someone has viewed several items in a particular category, you can send them emails with similar products. Segmenting your email list helps you to offer your customer precisely what they need. 

#3 Send the right amount of emails

It’s vital to strike just the right balance when sending marketing emails. Send too many, and you run the risk of annoying people into unsubscribing. Send too few, and you’re missing valuable opportunities to engage your customers. With email segmentation, you can identify which of your subscribers are happy to receive more frequent communication from you and which would prefer less. This way, you keep everyone happy. 

#4 Progress your audience down the marketing funnel

Using email segmentation allows you to send emails that are relevant to a particular subscriber’s spot in the funnel. By doing this, you’re increasing your chance of converting them. By targeting your email subscribers based on their level of engagement with your content, they’re given time to get to know what they can expect and eventually be more likely to convert.

Sector-specific segmentation – let’s take a look at events as an example…

Email segmentation works brilliantly for event email marketing campaigns. Here are some suggested strategies to try.

Segment your list by: 

• Location. Using location to segment your email list will allow you to send targeted communications to people on your subscriber list who will most likely attend your event. Basing your segmented email lists on specific cities or towns gives you the power to send people information or special offers for events in the area they live.
• Event Interest. Group your email list into segments based on the type of event your audience is interested in. Different groups might include theatre shows, conferences, music festivals, or sports events. Sending subscribers targeted emails relevant to their interests will boost their likelihood of buying tickets for your event.
• Demographic. Segmenting your list by gender, age and income level will help you send personalised emails aligned with your subscribers’ interests.
• Engagement and purchase history. You can make segments specifically for people who have engaged with you before – perhaps they’ve opened or clicked on your emails, attended one of your events, or bought related products from you in the past. By sending them targeted emails, you will boost your engagement rates and, in turn, create more robust connections with your database.

Contact 3twelve

For more information on implementing segmentation strategies that will give you the power to send targeted emails more likely to resonate with your subscribers and lead to better engagement conversion rates, contact us today to book your free 30-minute strategy call with Sophie – https://calendly.com/3twelveuk/30min.