Email marketing segmentation done right

Right message for the right audience

Professional marketers know just how important it is to present leads with the right offers at the right time. If you’re concerned with conversions, you can’t just blast an offer to thousands of potential customers hoping that some of them will find it intriguing; you need to focus your campaign on the people who are most likely to convert into sales. This same idea holds true in email marketing, and the marketers who experience the most success target their leads by implementing a good email marketing segmentation strategy. If you do this correctly, it means more opened emails, link clicks and subscribers who convert into paying clients.

If you want to take your email campaign to the next level, you need to use a strategy to segment your email list. These strategies can vary, and it depends on what data points are available to you; you can use things like your subscribers’ age, gender and location to create high converting email offers. Use the following strategies to get started with segmenting lists and increasing conversions.

Email Marketing Segmentation

Segment by location

Segmenting your email list by where people live is a great way to target a specific group. The strategy is very effective when location plays a big role in the consumer’s purchasing decision. For example, if a business is holding a special event at one of its brick and mortar locations, it makes sense to target your email at people who live close enough to the business to be able to attend the event. If you’re holding the event in Florida, it doesn’t make sense to target people who live in California. If you target too wide of a location, you can end up annoying the people who live too far away from the event to attend it. We also like to use a person’s location when we send time-based emails. If you send emails worldwide, you don’t want to send them all at once. If you do, some people may end up getting your email at an inappropriate time, and they’re very unlikely to open it. If you take time zones into consideration, you can send out email blasts when they are the most likely to be read.

Gender segmentation is vital

It’s no secret that men and women have different shopping habits, and you can use these differences to your advantage when you segment your email list by gender. It’s a pretty obvious strategy that many people seem to overlook, but when you think about it, you probably understand why you don’t want to send a bunch of makeup offers to the guys on your list. If you have a range of products that cater to both men and women, then segmenting email blasts by gender makes a lot of sense. This strategy also works for gender-neutral offers; many people use it because men and women tend to respond differently to colors, words and images, so when you segment by gender, you can send an email that connects with their desires, and this leads to a boost in conversion rates.

Age group segmentation defines your target audience

People of all ages check email regularly, but depending on their age group, they are very likely to respond to emails differently. A 22-year-old recent grad is going to react to an email differently than an 80-year-old grandmother. If you segment your emails accordingly, you can target consumers who are likely to buy your products. For example, if you’re selling tickets to a Miley Cyrus concert, you probably don’t want to target the 65 and above crowd; you want to target younger people who are actually interested in the offer that you are sending. When you target by age, you can also target by expected income. Say you’re sending out an email about wine. It’s safe to assume that you’ll have success sending expensive wine offers to an older audience, and you can save the cheap wine for people who are right around the age of 21.

Unresponsive customers need special attention

Prospects don’t respond to offers for a variety of reasons, but that doesn’t mean that you should give up on them. Cold leads have value; it’s very possible that your lead just wasn’t in the position to buy anything the last time you contacted them. If you stay in touch, it’s possible to catch these people when they actually decide to buy something. If you segment unresponsive leads, you can slowly drip them offers and helpful emails that you think they may be interested in. This consistent contact keeps you on their mind, and it makes them more likely to buy from you when they find themselves needing a product or service. It can’t hurt to try segmenting lists to keep in contact with unresponsive leads; it allows people to enter your sales funnel at any time.

Email marketing segmentation

Don’t go crazy when you first start segmenting your emails. You’re better off if you take it slow. Start with one variable, and figure out what it’s doing to your conversion rates. If you start out with too many variables, you’ll have no idea what changes are having a positive effect on your conversions, so you end up guessing, and that usually doesn’t work out well. Email marketing segmentation takes some time to figure out, but once you get it, you can send out less generic emails. When you do this, your conversions increase, and people become more responsive to the relevant emails that you send them.

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Eddie Gear
Eddie Gear, the brains behind Zabroc, has 12+ years experience in the field of sales and marketing. He writes articles about marketing and everything digital. When he's not working, he loves to blog, work on his motorcycle, and read a good book. Currently, he's on a journey to build web-based products that will add value and provide opportunities for web-entrepreneurs.