How to Segment Your Email Marketing List

Email Marketing

Proper segmentation of your email list is very important for the success of your marketing campaign. Each individual in your mailing list has their own expectations, problems, needs and interests. For example, people are usually at different levels when it comes to familiarity with your business or brand. While some might need more information about what you are offering, others could be ready to buy. Therefore, it wouldn’t make sense to send generic emails to everyone on your list. Segmentation will help you send emails which are relevant to each individual. It will enhance your open rates, improve deliverability, lower unsubscribe rates and subsequently boost your earnings.

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Here are some of the ways you can segment your mailing list:

1. Geographical location

Before embarking on your email marketing campaign, it would be advisable to find out where your contact live. One of the easiest ways of doing this is by including a zip code field in your signup forms. Knowing the location of your subscribers will enable you to personalize the content. For instance, if you are promoting an event, you can offer travel directions based on the location of each recipient.

2. Age

Nowadays, the internet is being accessed by individuals of all ages. You might realize that your email marketing list is comprised of small children, teenagers, college students and even senior citizens. It is therefore very crucial to find out the ages of your audience and to segment your list accordingly. This information can be captured during the opt-in stage. Segmenting your list in this manner can significantly boost your conversion levels. You can adjust the feel and tone of your message to ensure that it appeals to different age groups. If you realize that some of your subscribers are not in your target audience, it would be advisable to remove them.

3. Gender

Another very important demographic you need to consider is gender. You will need to tailor your message so that it appeals to different genders. For instance, if you are a clothing store, segmenting your list based on gender will allow you to target individuals with items they are interested in. It wouldn’t make sense to send your male subscribers emails about bras or skirts.

4. Economic status

The economic status of a person is directly proportional to their ability to purchase. Therefore, if you sell products or services, you need to segment your list based on economic status. This will allow you to pitch items to your audience based on their purchasing power, thus enhancing your chances of making more sales.

5. Sending frequency

Different people have different preferences when it comes to the frequency of receiving emails. While some wouldn’t mind getting your message in their inbox daily, others would be put off by it. Therefore, it would be a good idea to segment your list based on how frequently they want to receive your emails. During the signup stage, allow subscribers to indicate what kind of frequency works for them. This will reduce the incidences of unsubscription.

6. Past purchases

Knowing what customer has bought in the past will give you an idea of what they are interested in. One of the best ways of learning about buying patterns is by asking your subscribers to complete a short survey. To get a good response, you could offer an incentive to everyone who completes the survey. For example, you could offer a special discount coupon once they have submitted their answers. Once you have segmented your list according to their past purchases, you can then send emails enticing them to buy similar or complimentary products. For example, if someone buys a laptop, they might also be interested in some laptop accessories.

7. Weather patterns

Though not common, segmenting based on weather patterns can be a very powerful way of boosting conversions. This is especially the case if you are selling a seasonal product. For instance, if you are a store selling swimsuits, you can sell more if you offer subscribers a discount during the summer in their location.

8. Device usage

When it comes to device usage, people have different habits. While some usually access their emails on their desktops or laptops, others prefer using their mobile devices. Laptops and smartphones offer two very different email reading experiences. It is therefore very important to segment your email list based on their device habits. When sending emails to customers who prefer using smartphones, be sure to optimize it for smaller screens.

9. Level of engagement

Most email service providers allow you to track the activity of your subscribers. You can tell how many recipients actually opened your emails and clicked on the links. You could, therefore, create segments based on the level of engagement. This way, you can send more emails to those people who are actively engaged and fewer to those who are indifferent. If some of your subscribers go for long periods without engaging with your emails, you could even choose to opt them out of your list.

10. Free and paid users

If you are offering a product that has a free and paid option, it would be advisable to segment your email marketing list accordingly. This way, you can send emails encouraging your free users to upgrade to a paid plan to enjoy more features. On the other hand, you can keep your paid users informed about the new developments in your product or service in order to maintain their loyalty.

11. Content topic

You might realize that different people in your mailing list are interested in different topics. For example, if your emails are about social media, some of your subscribers might be more interested in Pinterest while others would want to learn more about Google+. You should, therefore, segment your list based on what people are interested in. One of the best ways of gauging the level of interest is to monitor how subscribers are engaging with your content.

Alternatively, you could simply carry out a survey to find out what individuals want to know about most.

Author Bio:

Charles Mburugu is a webpreneur who writes for TechBlogKe. You can follow him on Twitter @techblogke

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