It’s common to hear that there’s money in the list and context is the king. Bill Gates was right when he said that context is the king, but nobody wants irrelevant messages. I mean, even if the context is good about football, why should I get it when I subscribed for cryptocurrency tips? The return on investment (ROI) of email marketing still maintains over 3800%. And going by the projections reported in an article by Slaves of Intelligence, the value of email marketing will be $17.9 billion in 2027. The automation of workflows for email marketing has made the campaigns effective and now we need to consider if email list segmentation is necessary.
If you’re someone who hasn’t adopted automation in your email campaigns, it’s high time you shift the gears. Anyone who ignores automation now is like Kodak ignoring the invention of digital cameras. It could be a taxi driver ignoring the upcoming uber or postal cooperation ignoring spam emails. Things change fast and that’s why as a digital nomad, you need to consider if email list segmentation is important for your business.
I know that you’re aware there are some days of the week when you send emails you receive high open rates and CTR. Additionally, you have specific times within the day when you send emails, your conversions increase significantly. Have you considered if any of your success or failure is pegged on the ability to segment your list? When building your list, you have specific tips that you capture and those you use for effective email list segmentation. Let’s break it down now.
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What is email list segmentation?
Email list segmentation is the process of grouping email lists of particular people within your email list for effective email marketing campaigns. For example, you could desire to send a specific email to only men in your list and that prompts you to exclude women. Equally, you could want to target specific geographic locations for your email campaigns and the need to separate them from the other members in the list.
Think of a situation when in North America, it could be winter then you send your summer clothes offers. That would sound awkward to your North American Audience. Similarly, you don’t need to send Biblical quotes to Muslims and vice versa for those in spiritual niches.
The process of segmenting lists depends on the type of data you collect. Obviously, you don’t expect to segment your lists appropriately if you only collected email addresses. That’s expecting a miracle to happen because all the information should be collected voluntarily. If there’s a new saying from Slaves of Intelligence, then Context is the king. When the context of your email campaign targets the right group, you’ll be the king of digital marketing. But who doesn’t want to be regarded as the authority in his niche?
Is email list segmentation Important?
It will be an understatement to say that email list segmentation is essential for your campaigns. If you target sending only two emails weekly for your audience, then you don’t want the recipient to receive the email when busy. That’s why you need to consider the behaviour of your list.
Tuesday and Thursday have been reported to be the best days to send emails for your campaigns. The time is between mid-morning hours and early afternoon hours. You’re likely to have high open rates and CTR if you take these factors into consideration. That’s why, when building an email list if you capture the country of origin, this will help you schedule time appropriately. Of course, for the US, you can consider collecting information on the states due to time differences. Among the most common criteria for lit segmentation, the country/state of recipient and gender are commonly used. While A/B testing may further be used while sending your email campaigns, email list segmentation comes beforehand.
5 Tips for effective email list segmentation
Almost all email marketing software will allow you to perform email list segmentation. The following 5 tips will help you in list segmentation for an effective email marketing campaign.
1. Keep it simple
There’s genius in simplicity and you need to keep your segmentation process simple. I advise that you choose two only two criteria for segmentation and that could be geographical location and gender. You don’t need complex algorithms when segmenting your list.
2. Start segmentation early
As soon as your list starts growing, make it a tendency to regroup your contacts depending on your criteria. If you’re in an organization with several employees, you can ask someone to keep track and begin segmentation early. As your list continues to grow, you should start your campaigns. Considering the automation process, as you segment the list, your campaigns should keep flowing.
3. Track your results
You need to keep an eye on the outcome of your email list segmentation. Remember, some people will unsubscribe or manage preferences which will prompt you to update your list.
4. Consider email engagement
In email marketing, open rates and CTR are the main considerations when conducting your campaigns. You can consider segmenting your campaigns based on those who open your emails. They may open but fail to click hence the need to segment them. They could also click on the links but fail to take the desired action. Considering these two factors may help you achieve great results for your campaigns. Considering that bouncing rates may be pegged to the email deliverability of your software, you can also segment bounced mails and redo them. In case the email addresses you have are invalid, you’ll delete them from your list.
5. Personal interests
A more advanced way of segmenting your list is by considering the personal interests of your recipients. You can capture their interests during the signing-up process. If you’re an eCommerce website promoting eBay products, you can list all the categories and let your audience choose the categories they’re interested in.
Email list segmentation plays a critical role in your email campaigns and it’s not reserved for specific digital nomads or brands. The combination of email segmentation and automation increases your open rates, CTR, and sales. Based on demographics, geographic, and other details collected, you can segment your list and keep eye on your results