The days of sending one-size-fits-all email campaigns are long gone. In today’s world, customers want personalised messages at the right time. How do brands achieve that? The first we’re going to explore today…

Segmentation.


Is your business currently using segmentation to send personalised email marketing campaigns? No? Here’s something that may be of interest to you…

Some reasons and resources you should start segmenting your email marketing campaigns:

  • Marketers have found a 760% increase in email revenue from segmented campaigns – Campaign Monitor
  • The open rate for emails with a personalised message was 18.8%, compared to 13.1% without any personalisation. – Statista
  • Personalisation increases ROI. However, 70% of brands still fail to use personalisation tactics – Paytrail

Segmentation can seem complicated and time-consuming. However, it doesn’t need to be if you have the right processes in place. This post will give you 6 easy segmentation strategies that you can implement immediately.

Personal Interests

It’s common practice nowadays to get to know your customer as much as possible. Particularly at the point of sign up. You can use preference centres to do this.

By asking your customers exactly what they’re interested in, you have an easy opportunity to cut out everything they don’t want to hear about. Which in turn should massively improve your open, click-through and conversion rate.

If you offer a wide range of services, it’s likely that many of your customers will only be interested in one or two of them.

Therefore, using segmentation to only email them about the services they’d be interested in, will improve the chances of the customer purchasing your services.

It will also increase the chance of keeping them engaged with your brand. Likewise, it’ll decrease the possibility of them reaching for the unsubscribe button.

Email engagement

An engagement segmentation strategy is quick and easy for businesses that already have an email list.

Using the data you already have access to, on the engagement you’ve received on any previously sent campaigns, you can create specific campaigns to target those subscribers.

By using segments, you can create campaigns based on engagement. For example, ‘opened but didn’t click any link’, or ‘didn’t open any campaign sent in the last 30 days’. These segments will give you clear customer groups to communicate with.

For example, for those that now exist in your ‘didn’t open any campaign in the last 30 days’ segment, send them an email to re-engage them. A ‘we miss you’ message with an enticing offer to gain their interest works for many brands.

Geographical

Using a customer’s geographical location could also help you when segmenting your data.

Do you have a business that ships internationally? Rather than send the entire world your news, send it only to those it applies to. This could be free shipping in the UK. You could even drill it down to towns and cities if you have that data. 

Another reason you may use segment your data by your subscribers’ location would be due to time zones. If you’re launching a webinar that starts at a specific time, make sure you’re communicating that to your subscribers in a personalised way.

You wouldn’t want to tell two customers that your webinar starts at 6 pm if one lives in the UK and one lives in Australia.

If you have multiple bricks-and-mortar stores, segmentation could help you drive local customers to each store. Consider sending specialised offers and events to subscribers within a certain radius of your store to drive footfall to your stores.

I don’t know about you but I wouldn’t want to see news about a store that is 100 miles away from me.

Does this all seem a bit overwhelming?

Need to work on your email marketing strategies but you’re not sure where to start?

Get in touch today and we’ll work together to understand which strategies will be best for your business.

Website Activity

Is there a particular category or page your customers looked at? Let’s say they drop off at this point. Obviously, it’s difficult without directly talking to this customer to discover why they left your website at this point. However, you could use this information to send them a targeted email to lure them back. If they have opted into your email marketing list of course! 

For example; The customer looks at a couple of various floral dresses on your website, however, goes no further in your purchasing funnel.

It is hard to know at this point what deterred them from the product. You could send a variety of messages to this customer at this point. Why not send an informative email, with a link to a recent blog post about how to style floral dresses this season.

Perhaps it was the price, could you offer them a discount code?

What’s the availability of your product? If it’s currently out stock a simple “We know you’re interested in this product, it’ll be back in stock on [INSERT DATE HERE]” would increase your chances of getting that sale as opposed to not communicating with that customer and losing the sale altogether.

Post-purchase

A list about using segmentation in email marketing would not be complete without mentioning post-purchase emails.

Consider this, a customer purchases a replenishable item from your website. You should have the knowledge of how long that item will last. Using segmentation, you can send them emails based on their potential needs, such as a reminder to stock up on the said replenishable item.

Let’s use nappies for example. If a customer purchases a box of nappies, you can make an educated guess as to when that quantity of nappies will be used by. You can send your customer a targeted email displaying your range of nappies just a few days before you believe their current supply will end.

Alternatively, you can make it even easier for the customer and simply display the nappies they previously purchased, making it quick and simple to re-order.

Or why not consider doing both, showing the previously purchased item as a hero line, with some alternatives included in your email.

To increase your chances of repeat custom, consider offering discount codes at this point.

That’s it, 6 simple and effective segmentation strategies that you can use in your email marketing efforts. I’d love to know your thoughts on them; have I missed any obvious strategies? Have you implemented any of these since reading this? What were your results? Let me know by leaving me a comment below.