Why Should We Segment Our Email List
I am sure by now you know about the beneficial impact of emails, they’re capable of much more than we can imagine. And that is why it’s even more crucial to pay attention to the little details and learn about them as much as you can.
It’s the little things that can change the game, you know?
It’s my advice to never miss out on any little email suggestion that comes your way ,It’ll only help you write better and send them to the person who needs it the MOST.
Sending the right email to the right person is what EMAIL SEGMENTING is all about.
WHY SHOULD I SEGMENT MY EMAILS?
Because, I think you know NOT EVERYONE CARES ENOUGH ABOUT WHAT YOU HAVE TO SAY all the time. Some people are your loyal clients; some have engaged with you for the first time, some have subscribed to your different freebie, so there must be different emails as per the audience.
If you don’t segment your emails, what you’re unknowingly doing is EMAIL BLASTING. And this does more harm than good.
With email blasting your emails have high chances of going into spam. Too many promotional emails irritate your readers, and there’s a high chance of them unsubscribing or clicking the dreaded button "Mark Spam".Make sure you send specific emails to the right set of people so that the email content is relevant for them.
The biggest problem apart from spamming that comes with email blasts is that they’re highly generic and impersonal. This puts you in a place where NO ONE resonates with your emails. They seem so-so to everyone.
As I said above, you can avoid this from happening, by choosing to “segment” your emails. Make broad criteria, personalize emails and then send them out.
Let’s get into the BENEFITS of email segmentation.
1. Helps you send relevant content- When you send relevant emails to the people concerned, there are higher chances for your audience to engage with it for a longer duration.
People are more likely to click open emails that contain relevant information for them.
As I mentioned earlier, you must create tags, segments based on what language your email provider uses.
2. Increased ROI- This is the benefit that I find the BEST. Segmented emails always outperform your regular emails in terms of efficiency. The unsubscribe rates fall down, conversions increase and of course engagement with clients is at its best.
The more importance you give your ideal customers, the more responsive they become.
Researches have shown that segmented email increases your revenue by 58%!
3. Helps you in sending just the right number of emails- When you’re bombarding your prospects with emails, you’re doing nothing else but giving them a reason to unsubscribe.
Segmentation helps you optimize and limit the number of emails to send out to a group. You can engage people who are interested, without frustrating those who aren’t.
Send lesser emails to people who aren’t as responsive as others.
Now that you’re excited to segment your email list, you may be wondering... HOW should I segment? How will I know who’s to come in which segment? On what basis are the segments decided upon?
Don’t worry, the next SEGMENT of this blog talks about the various criteria that you can use to segment your email list.
DIFFERENT WAYS TO SEGMENT YOUR EMAIL LIST
1) Freebies they have downloaded- Their preference of freebies help us predict heir future choices. It becomes easy for us to understand where they are coming from and what interests they have.
This keeps you from bombarding them and even your targets receive only relevant emails.
Let me explain this with reference to my business.
When I offer my Free Instagram Template, I know that whoever ends up downloading it, is a Kajabi user. This is because the template is designed in Kajabi. So this will help me segment my email list in a way that in future, all my Kajabi related emails will go to ONLY those specific people who actually use Kajabi and can get some benefit out of my offerings.
Similarly, the Podcast Shownotes Template will be downloaded by people who are either podcasters themselves or people who are interested in podcasts. And by studying that, I can get my group of people who would be happy to receive podcast related services and my services will actually be useful for them.
Sales Page Optimization freebie will be opted only by those who have a course-based business.
This way it's not only easy but also beneficial for you, since you're streamlining your target audience even more efficiently now. All of this will only bring you better conversion rates.
2) Forms they have filled on your site - The forms they fill up on your site is also an effective indicator of their interests.
So when someone fills the contact form on my website, I know that they're inclined towards "done for you" services. Then I email only those people who had filled up my contact form
In the same way, when someone fills the survey form, I am able to quickly analyze their answer and have a clear idea about their interests, likes/dislikes.
3. Client Behaviour- Client behaviour can be studied in various ways. Let me take you through some of those.
Emails they have opened and clicked- When you sit down to study who opened your emails, who clicked the link and who didn't click open the email, you get a crystal clear reality check.
This is how it is. Not everyone is on the same interest level.
For instance, I am launching a promotion campaign about my Sales Page Template, so I can only tag those who clicked the link. It's our basic assumption that whoever clicks the link is actually interested. If not REALLY interested, at least slightly inclined towards it.
We can then send them more emails to follow up.
Self-Segmentation- Here you subtly ask them to segment themselves into groups.
I have used this method myself. I asked my targets to tell me if they are Kajabi users. This allows me to send Kajabi- related material only to actual Kajabi users.
Based on Blogs they've Clicked- Another way is to see and understand the pattern of which blogs your targets are reading and then use that information to understand where their interests lie.
Then you may go ahead and send them emails related to those topics or topics which are somewhat similar to their liking.
Behavioural data like this will help you decide how to make segments of your list. Each group needs to be treated differently. You may just need to change the subject line of your email sometimes, and other times you may have to write separate content altogether.
If you segment using their behavioural data, you will see that your ROI increases too.
4. Position in the Sales Funnel- Not everyone is your client and neither is everyone a prospect. People are placed at different points in the sales funnel and thus require different emails to target them.
What targets your clients will not target a prospect, because a client’s relationship with you is way different from that of your prospect.
Your permanent clients should be in a segment where you can keep them in the loop with your new launches and promotional emails.
This method helps you customize your email content the best.
5. Purchase History- Depending on what they’ve purchased from you in the past; decide what can be promoted to them. Avoid sending out of place promotion emails of products they have already purchased.
Purchase history also helps you understand their product needs, their likes and dislikes.
If you’re using any of these strategies, your email marketing game is going to stronger! If you lack email segmentation, you’re missing out on conversions.
Whichever strategy you choose for segmenting your email list, make sure you treat them differently because no two methods work the same. Identify what’ll suit your business need.
So what are you waiting for? Start targeting your audience with these simple segmenting strategies right away :)