Ever wondered your email marketing strategy without segmentation? It can cause harm to your brand and you will lose brand value if you don’t perform Customer Segmentation.
Let’s take an instance, if you’re a vegan and you’re offered non-veg in an eatery, you’ll most likely leave the place. Likewise, if you don’t get an email relevant to your needs and preferences, you may unsubscribe the channel.
When you own a business, you just can’t afford a single customer to flee. If you don’t want that, start segmenting your email subscribers list to get the perfect message delivered to them.
How You Can Segment The Subscribers?
There are various types of customers and measures you can segment your list on. To initialize, you can start your email segmentation campaign on these criteria:
1) User’s Bio
By bio, I mean the personal information about the subscriber. It can be named, age, gender, job profile, etc.
Sending the latest collection of men’s clothing to a female subscriber may result in a painful experience for the customer. But if you deliver an email of latest arrived protein shakes to a fitness freak, you can increase your open and click-through rate.
Keeping your emails relevant should be your first priority. Executing it successfully helps you send more personalized emails that have 6x higher transaction rates.
Segment your subscriber lists based on user bio. That’ll help you make more conversions and keep your message relevant.
2) Buyer’s Persona
Segmenting customers according to their buyer persona can be most impactful. Customers always buy what they like. Buyer persona helps you send emails related to their interests and has more chances of conversion.
If you recommend the best headphones to a customer who’s fond of listening to music, he’ll probably buy it. This can engage customers and provide a better experience if they get an email about products they love.
You can do this by tracking customer purchases. What a customer has bought from your store, you can keep a record to segment the list. What products customer has clicked on your email. Tracing this can help you in segmentation.
If you segment your email list according to buyer persona, it’ll help you in lowering the unsubscribing rate and your efforts too. By doing this, you won’t display your message to every person which also includes people who aren’t interested in your stuff.
Here’s the thing you should take care of. Your business growth thoroughly depends on your customers. You must serve the things your customers want, even if you don’t want to.
As a customer, I’d not like to receive daily updates about everything from my favorite website also. If your website doesn’t provide me flexible options, I’d most likely unsubscribe it. Taking care of your customer’s preferences is like taking care of your customers.
If a customer doesn’t like to get daily notifications about every blog post, discount or offers, provide them options to get weekly, bi-weekly or monthly updates. Or let them select notifications for a particular category like blogs, discounts, etc.
You cannot neglect this factor. Segmenting subscribers geographically helps you send region-centric emails. If you want to provide a fast delivery option in a particular region, a geographical list of segmented customers will help you.
Divide the customers based on their location or addresses. You can do this with the help of the data(address) they entered the shipping or sign up form. You can also fetch a user address from your database he’s provided you.
5) Customer Stage
Customer stage can possess factors like New customers, loyal customers, potential customers, inactive customers. Every customer would like to get a different kind of emails because of their different stages.
Sending an awareness email to a potential customer who hasn’t bought anything from you yet can help him make a purchase. A discount related or reward email can make a customer happy which encourages him to buy more.
Sending similar emails to every customer would cost nothing but unsubscription. Providing thriving emails according to their stage can help you engage the audience.
None of us want and like to see an irrelevant subject. In the business world, Email segmentation is the thing that helps you stay relevant and deliver the right message at the right time to the right person.
If you’re not segmenting your email list, you’re making more effort and getting fewer conversions. To turn this upside down, implement email segmentation in your strategy. The market is full of email segmentation tools, use any of them to do less and gain more.
If you’re convinced to do segmentation, combine it with email marketing automation. It can be a crowning stroke. This will automate the process of delivering the right things with minimal effort and boost your eCommerce sales.