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Segmented emails have the power to transform your marketing efforts and are an important part of a solid marketing strategy. They are messages that, while not individualized, are personalized to a targeted section of your company’s email list. Targeted variables include location, gender, and shopping habits. This is done by dividing your contact list into smaller demographic and consumer behavior segments. This way, if you are in the business of body care you could promote aftershave to men and tinted lip balm to women.
The biggest advantage of splitting your email list into segments and sending more personalized content is that you can benefit through a dramatically higher click through rate than a general marketing campaign. By delivering relevant content, unsubscribes and abuse reports may decrease as well. Aligning content to different groups of consumers is only as good as the identification process for separating a contact list.
When you are considering a segmentation strategy for your marketing efforts, you need to know who your target audience is. This is so you can segment your lists based on data collected from forms as well as online behavior patterns. USC MCM considers audience identification an absolutely essential step to make a segmentation marketing strategy viable. Start with the service or product that you offer when identifying audiences. What wants or needs does it meet?
The audience for an affordable fragrance-free soap is likely to be quite different from a scented luxury soap. While both groups need soap, their wants differ widely. One group is likely concerned with meeting a household budget and sees added scent as less desirable, and the other group has disposable income and enjoys fragrances. Once different consumer groups are segmented, you are able to put your outreach into action.
An effective, segmented campaign sends the most pertinent content to the right people at the ideal time. This is facilitated by the development of a buyer persona for each of your audience segments. The identification of customer personas has been a marketing practice for some time, but is especially useful in this application for writing relevant content for various segments.
The tone of an email to a finance executive will be different than one used for a college student for example. The subject line is another important element in communicating with segments that should not be overlooked. Even if the product offered would appeal to both an executive and a student, the subject line should be personalized to resonate optimally with each group.
As the implementation cycle of your marketing plan continues, further segmentation can be done based upon engagement levels. Highly engaged and loyal purchasers of your product may not need as much contact to keep them subscribed to your updates. There is also a category of engagement in which a consumer shares your content, yet does not ever make a purchase. They are also useful to keep engaged with useful content that they will, in turn, be likely to share with their network with friends and associates. Whether your segmented list is a frequent buyer or is an influential content sharer, they have a purpose in the sales funnel.
Segmentation can integrate seamlessly with a well programmed marketing automation system that takes into account lead nurturing practices. It also can also be integrated with call to action features on your blog as well as social media monitoring.
List segmentation helps you to generate customers rather than just prospective leads. Taking time to segment your large email list into several specific consumer categories lets you increase your chances of connecting the right target audience to the right product or service to meet their needs. With a list segmentation strategy, the engagement with your audience can grow along with your rate of return.