Email Marketing Segmentation: Strategies To Send Targeted Mail

The likelihood of email subscribers opening or clicking on a specific email message is much higher if they have previously expressed interest in similar topics. If your message happens to be about something that just doesn't fit their interests, they will be very unlikely to engage with it. 

Email marketing segmentation allows you to send only the right messages to specific groups, thus increasing engagement rates.

You won't waste any time or money trying to sell something to people who would never buy what you're offering anyway. 

The ease of creating segments allows you to divide your list into smaller groups based on purchase history, demographics, interests, or anything else that would allow you to predict whether someone is interested in buying your stuff.

By splitting your email lists into different segments, you make it easier for people to find the contents they're looking for in their inbox. Messages will stand out more when sent from someone whose name they already know and trust, increasing engagement rates even further. 

Segmenting also helps avoid issues with spam filters that often affect more extensive lists when one person sends various emails that get reported for email spam. 

While some marketers choose to create long lists that include everything and everyone under the sun, others prefer a more tactical approach that focuses only on people who are likely interested in what they have to say. 

Regardless of how many contacts you have on your list, dividing them into smaller segments will allow you to use any section of the list with ease whenever you need it. This means that you’ll be able to come up with, write and send targeted campaigns that have the right message much faster than if you were going with a more general approach.

If you are paying a copywriter to create personalized content, segmentation will also help narrow down the focus of the message being created. This means that you’ll end up spending less money to get content that is just right.

This is one of the more popular segments created by marketers because it allows you to create a list full of people who have previously expressed interest in your products or services. 

If someone has taken time out of their day to click on a link within an email message, they are likely very interested in what you have to say, so they might be more open to your marketing messages.

You can also divide your contact list and group customers based on purchase history, i.e., everyone who purchased something from you is put into the same group. In contrast, those who only showed some interest but never purchased anything are put into another group. 

While marketers can use similar subject lines with both groups that entice them to buy/engage with their products, knowing who’s who when sending emails is an important factor to keep in mind while creating the email to send.

Based on the IP address of customers, marketers can also create separate email groups based on their geo-location. This would be useful for sending promotional campaigns that are only available in certain countries because it's likely you won't get a lot of sales if people from other parts of the world receive these messages.

For example, if someone lives in Australia, they might not benefit from receiving promotions related to camping gear which might appeal more to campers in the USA. 

Sending an all-inclusive advertisement via email can be ineffective because everyone will likely receive the message, and only a few people will respond because it's not targeted enough. It's up to marketers to decide whether demographics should play a significant role in their email marketing segmentation process or not.

Marketers can create email marketing segments based on the time of day and day of the week when active subscribers took an action in the past. 

They can use segments built around a specific time frame to craft subject lines that appeal more to people who read their emails during the early hours of the morning or late at night when they have a lot more free time on their hands. 

You could also divide your list into smaller groups depending on which days they prefer receiving mail, as some may only check their inboxes over the weekend. In contrast, others might only do it during workdays, thus creating two separate lists that should be marketed accordingly.

In this case, marketers will want to build an email list that includes everyone who has responded positively to certain subject lines over others who didn’t. 

Marketers can create separate lists that segment prospects based on which pages were visited before. 

Instead of only creating segments based on what people have clicked or viewed, you can create a group that includes everyone who visited particular web pages within your website. This way, marketers can learn more about the specific pages their customers are interested in, gaining knowledge that could be used to craft better marketing messages in the future.

Suppose someone visits the blog page but never views any of the product or category pages. In that case, you'll want to create a marketing message that’s different than the one created for someone who has already shown interest in both areas.

Marketers should also create separate email lists based on how frequently customers are opening your emails because this might change over time. 

For example, if someone has opened three out of five emails during a specific month and then opens two out of ten emails in the next month, they may need to be switched over to a new segment. The reason behind this is that this person might no longer fall within your original parameters for what you deem to be “customers engaged”.

Like geographical segments, marketers can create email segmentation based on interests and demographics to send targeted emails to people with similar characteristics. However, this would be more effective for businesses that sell products/services geared towards a specific group of people instead of offering general deals. 

For example, if someone lives in America but visits websites related to European fashion trends, they would fall into the demographic segment created by marketers trying to target customers interested in this sort of lifestyle. 

Subject lines could utilize language like "Join our club" or "Enter our contest," thus encouraging them to sign up for specific lead magnets that might be more interesting to them and what they’re looking for.

Age can be a critical factor when it comes to marketing. For example, people interested in luxury products under the age of thirty might not be interested in receiving emails about 20% off deals on winter clothing because they have no use for this kind of information.

It's relatively common for marketers to send emails around birthdays, wishing their customers their best on this special occasion. Customers like the attention they get from companies on their big day (especially if there’s a coupon code or two attached with the email). This is also an excellent opportunity to segment your email list and form a relationship with the people you email.

In addition, businesses might have more time to plan for birthdays than they do for holidays because this only happens on one day versus several. This enables marketers to create more personalized emails with specific deals or discounts that interest their customers and encourage them to make the most out of them on their special day (urgency is one of the best tools to use on this type of occasion).

Where someone works can say a lot about who they are, which means separating contacts by job title can help marketers appeal to their customers more effectively. 

For example, an engineer might be interested in receiving news on new gadgets, while a teacher probably desires lesson plans and classroom technology information.

In addition, some people like to network by joining different groups based on their profession. Because of this, sending emails with relevant content can lead to increased sales since these individuals are more likely to be influential in (or even influenced by) their community.

Customer lifetime value is one of the more important email marketing KPIs to measure and define how much a single customer spends on average throughout their entire business relationship with a company. For example, if someone purchases three products for $40 each within the first month of signing up for your mailing list, that's $120 in lifetime value they’re added to your business.

However, this number could go up or stay the same depending on how many emails they open or click because there are always customers who unsubscribe or simply don’t buy anything else as time goes by. 

Marketers can use this information to form different segments since those who've only spent $100 might not be as valuable as someone who has already spent $500. By segmenting email lists like this, marketers will know exactly who to encourage to make another purchase, the marketing efforts required, and the type of messaging to use.

Different stages in the buying process require marketers to communicate differently to influence their clients positively. Someone who needs a solution to their problem browsing will respond more favorably to promotional discounts than they will to an informative yet general blog post.