United we Stand: Segmented we SELL!

How email list segmentation leads to marketing success

Introduction

We have seen that a major benefit of email marketing is staying in touch with current clients, past customers, and new prospects, as well as nurturing leads. By sending out quality, relevant content you engage and inform all the people on your list.

email list segmentation

But will the same content be of interest to everyone on your list? Probably not.

What you need to do is divide up your list into groups of people with similar content needs. Email list segmentation allows you to send each person on your list the most pertinent content at the ideal time.

In this post, we’ll look at the benefits of list segmentation and then discover how to segment your list.

Benefits of email list segmentation

Email list segmentation can be defined as the act of intelligently subdividing your contact list into any number of smaller lists. So why bother? Here are three benefits to consider.

Benefit 1

Email list segmentation allows you to engage effectively with two important groups on your list: people who have already bought from you and prospects who are showing an interest in your product/services, who you hope will become clients. You want to:

  • Build trust
  • Tailor your message to their unique needs
  • Keep them engaged with your brand

Benefit 2

An incredibly valuable use for email list segmentation goes beyond delivering single messages and offers. With effective segmentation you can guide your leads through the sales funnel on their “buyer’s journey.”

Benefit 3

Another use of your segmented list is when you want to give back to your customers. Email list segmentation makes it easier to separate first-time buyers from repeat customers. You might send a welcome email with a promo code to new leads, and a different campaign to your most loyal customers.

Bonus Benefit!

A bonus benefit to email list segmentation is the role it plays in keeping your emails out of your recipient’s spam folder. When you segment, your messages are tailored to each recipient, and you’ll be less likely to send duplicate copies or send mail to anyone who’s previously unsubscribed.

How email list segmentation works

A good place to start with email list segmentation is to split your list into two global segments:

  • a CLIENT segment, and
  • a LEAD segment.

The way you interact with these two basic segments is critically different and it’s important to keep track of which is which. Clients who have bought from you before shouldn’t be sent the same content and promotions that you send to your new leads, and vice versa.

You then segment your lists of clients and leads by data collected on form submissions, from specific interactions they have had with your marketing, and other interactions.

Interactions like:

  • clicks on a specific CTA,
  • tweets at your company’s Twitter handle, or
  • views on a specific page on your website.

All this data can all help you get specific with your email list segmentation.

Conclusion

The ultimate benefit of email list segmentation is that it allows you to create a more personalized experience for everyone on your list. This means:

  • you sell to leads who are ready to buy,
  • nurture leads who are not quite ready, and
  • cross-sell to clients who have purchased from you before.

Sending relevant content to the right people at the right time is the recipe for email marketing success. Take the time to segment your list!

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