Did you know that the ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively (Source: HubSpot)?
Practicing email segmentation is one of the best ways to connect with your subscribers and move them to action. You see, by sending personalized content that relates to their specific needs, desires, and situation, your recipient will as if you’re speaking directly to them. It truly hits home.
As a result, your leads are more likely to engage and stay responsive to your content. In fact, HubSpot also shares that recipients are 75% more likely to click on emails from segmented campaigns than non-segmented ones.
So if you’re looking for ways to improve your email conversions, segmenting your list – opposed to having just several big lists – is key!
Therefore, better your email marketing by using this best practice that’s driving steady results for marketers who leverage it.
How to Implement Email Segmentation and Personalization in Your Email Marketing
#1 Decide on Different Tags and Categories…and Go Deeper
Now, basic segmentation entails your common categories such as age, geography/location, gender, birthday, and so forth. Many marketers are already doing this in their email campaigns (which is good).
But, to go even deeper and really deliver spot-on content, you want to further segment your list based on user behavior, interests, and survey results.
Here are a few ideas to work with:
- Purchase history – This is an excellent way to share products/services that complement their order and offer advice on how to best use their purchase
- Buyer Persona – More than likely, you have various buyer personas that you’re seeking to attract and engage. Segment your list accordingly so your content relates to their specific wants and circumstances
- Buyer’s Journey – We can agree that your subscribers are at different points in the buyer’s cycle. Categorize them so you can meet them where they are
- Content Topic/Interest – This is a big one! By knowing which topics your subscribers favor, you can deliver more of what they want.
So, in addition to using basic segmentation, consider implementing several of these ideas and whatever you see appropriate. You’ll find it easier to write your marketing content because you know you’re contacting recipients with similar interests.
#2 Set Up the Right Fields in Your Opt-In Forms
The best tactic for segmenting is setting up the correct fields in the beginning when your lead first joins your list.
Now, many studies advocate having as few fields as possible to capture the lead. This is true! However, you can establish a second-step opt-in where you generate more information about your new subscriber.
So, the first opt-in fields can include just the name and email address (or just the email). Once they’ve submitted that information, they’re now a lead…but it doesn’t have to stop there. They’re more likely to continue answering questions once they’ve taken that initial action.
On the second opt-in, get further details by asking for relevant information that will help you learn more about your new subscriber. Perhaps just 3-5 questions/fields should do.
This way, you can proceed using your email marketing software and segment appropriately.
#3 Invite Your Existing List to Your New Campaigns
Another way to segment your list is by letting your existing lists know of any new campaign initiatives. Whether it’s for a new content piece (i.e. eBook, template, checklist, or whitepaper), product launch, or event, invite them to join that new list.
In other words, instead of just sending them a link directly to your content, send them a link that leads to a capture page so you can put them in a different list relating to that campaign.
So, you may have one subscriber on multiple lists. That’s okay because you’re only sending customized messages that pertain to that list/campaign as opposed to an email blast that hits your one big list.
In a strong email marketing strategy, we want to avoid the generic email blast! The goal is to get to the heart of the matter with your recipients…email segmentation helps you do just that.
An effective email strategy entails email segmentation and personalization. You will improve email experience, increase your open rates and click-throughs, and boost revenue. Commit to leveraging email segmentation in your email marketing. You will be amazed at the results!
If you’re ready to optimize your email marketing and want to get started with segmenting your list, you can check out my Electrified Email Marketing Ebook.