In the world of email marketing, the concept of segmenting email lists should be an integral part of each campaign. According to Data & Marketing Association, around 77% of total email marketing ROI was the direct result of targeted campaigns through segmentation in 2015.
Email segmentation plays a pivotal role in the email database marketing services, and there are a number of ways with which you can segment your email list in order to carry out innovative and effective campaigns.
The locations in which your contacts work and live is powerful information. A brick-and-mortar business wouldn’t want to waste valuable resources by regularly delivering in-store offers to out-of-towners. Thus, segmenting the contacts by the way of their zip code, city, or state county is an efficient way to make sure that you aren’t marketing to locations out of your organization’s service area. Segmentation by geographical location is a necessary step in any email marketing campaign.
People belonging to all age groups are taking advantage of their access to internet these days. Numerous industries market towards specific age groups, or market in different ways depending on which age group they are targeting.
You can also adjust your messaging of offers based on gender. However, this doesn’t limit the size of a campaign, just the variety. For example, a product one gender generally buys for themselves can be marketed as a gift purchase to the opposite gender. In 2018, the world is fast adjusting to the need for more than just two gender options, giving your business an opportunity to be inclusive on surveys and further modern ideals.
Your B2B email content should be different for each type of organization and niche specific industry. For example, non-profit, ecommerce, enterprise, tech, and small businesses, among many others. Thus, you must take the time to segment and strategize accordingly.
Another B2B factor in segmenting email lists is considering an organization’s industry. Customization based on the contact’s industry will always give a good level of personalization to your email marketing. Whether you’re targeting a broad B2B industry, such as general metal parts manufacturing, or a specific niche within metal parts manufacturing, like photochemical machining, hyper-targeted data can help your marketers highlight specific benefits your services provide depending on the industry you’re servicing.
You can also segment your email data based on education level. Education level can be a high converting data list that’s based on each subscriber’s level of knowledge and understanding of your products and targeted content topics.
Segmenting your email data based on the subscribers purchasing cycle is a great way to gauge the success of your current sales funnel strategies. More times than not consumers feel that promotional emails they receive are annoying. However, research shows that 72% of people prefer to receive promotional information through email. Promotional product and service offers through target email marketing provide valuable data on your customers and they’re purchasing habits. Studying purchase cycle data will help you better understand how your customers buy from you on a monthly, quarterly and annual basis.
Testing different email content layouts is a unique way to experiment with your customer data and email marketing campaigns. Particular content formats are considered to be more appealing and approachable to various prospects on your subscriber list. Learn how active subscribers engage with your content online. For example, may subscribers might prefer free e-book downloads, others prefer to connect through social media and others might only engage in informative emails that link back to long-form technical content pieces on your website blog posts and webinars. Once you know how your subscribers primarily engage with your digital content, you can deliver personalized emails in preferred formats that will dramatically increase open rates.
Better segmentation of email subscriber data plays a critical role in successful outbound marketing campaigns. Therefore, taking full advantage of online analytics and email campaign data, will make custom tailored marketing campaigns easier for your brand and a better online experience for your customers.