Segmentation comes up in many email marketing articles, but there are
still big questions surrounding it. What does segmentation really mean?
When is it most effective and what elements should focus on when
segmenting your list? How do I start?
If you want your email
marketing efforts to be successful, segmentation is a must. With an
overwhelming number or emails reaching people’s inboxes daily, you have
to find a way to reach your subscribers in an engaging way.
The two most common methods for segmentation are Customer Profiling and Customer Life Stage.
Through customer profiling you can break up your database depending on these factors:
that have clicked on something within your emails. Or even on simpler
level those who open your emails. For those that have not opened your
email, you can determine a better marketing medium to follow up with
until you gain their trust
New subscribers vs. loyal subscribers
Prospects vs. customers
you segment, draw your lines based on the key drivers for your
business. Don’t merely choose gender if that has no significance in the
buying behaviors of your customers. Ask yourself what sort of
segmentation will bring about the greatest results for your business.
With Life Stage segmentation you can focus on these factors:
Downloads – products, white papers, industry reports
Anniversary announcements – for your company, for your customers with you
Post-event follow up – attendees, non-attendees
Free trial follow up
The Life Stage type of segmentation is different from customer
profiling in that it allows you to go beyond the basic level of email
communication and introduce shorter-term conversations. You can build
campaigns to build hype around a specific product or announcement. You
can also move people in and out these campaigns as they act upon your
call to actions. For example, If you have a promotion email, you can
transfer people in and out as they take you up on your offer. You can do
this automatically with services such as Swiftpage Drip Marketing.
the most effective email relationship, you need to utilize both
segmentation methods – Customer profiling for your long term email
communications, such as your monthly newsletter and Life Stage for your
announcements and promotions that help increase their interactions with
your email campaigns.