Email marketing has been one of the major digital strategies for lead generation and conversion since online messaging has become widespread. While it has proliferated in the entire business industry, many companies still tend to overlook the email strategies that could otherwise boost their online presence.
One of these tactics is email segmentation, a form of personalization that allows marketers to send targeted content to customers. It’s a technique that aims to increase conversion, heighten customer engagement with brands, and disseminate information. Basically, it works by getting recipients to open marketing emails instead of directly marking them as “junk” or “unimportant.”
How can your email compete with tens or hundreds of messages that your customers receive daily? Check out the pointers below for some ideas on how to optimize your email campaigns through segmentation.
1. Analyze your market according to demographic characteristics.
It’s common knowledge that your contacts are made up of individuals who come from different backgrounds. Along with their varied characteristics, your customers also have different needs and preferences. Your email marketing strategy should reflect the individuality of your clients, as this helps in making them feel valued on a personal level.
2. Categorize users based on how often they buy from you.
Among your customers, there are those who make purchases regularly and those who buy less frequently. Those who already trust your brand are interested in getting updates from you. You can email them to:
• promote new products,
• inform them about upcoming or ongoing promos, or
• upsell an improved version of their previous purchase.
On the other hand, you may send reminders or offer discounts to customers who buy your products sparingly.
3. Tailor messages according to people’s interests.
Email segmentation is all about delivering messages that your customers are truly interested in. If you’ve had several email campaigns before, you can easily figure out who among your customers are interested in a particular type of content by identifying the messages they read or forwarded and those that they ignored. In the future, you can send them similar types of content to the ones they were interested in.
4. Practice geotargeting.
Geotargeting is another way of personalizing your emails. Your customers will be more attuned to your company updates if they are geographically accessible to them, and this will thus increase your customer engagement. You’ll be doing your contacts a great service by providing them convenient options to get in touch with you.
5. Win back the customers you lost.
All companies, whether big or small, suffer from customer losses at some point during their business cycle. These are people who canceled their subscriptions or those who didn’t make a second purchase. Through email marketing, you can try to win back these customers by sending them bigger and less costly offers or simply by asking them what went wrong during their transaction.
It’s unfortunate that one of the most essential techniques in digital marketing is also among the most overlooked. Email segmentation lets you embrace the individuality of your customers and helps you foster strong customer relations as you deliver quality, personalized messages. If you’re not implementing this approach yet, make sure that from this point onward, your email campaigns would be based on a carefully segmented contact list.