There are two major ways to segment your email list to boost your email marketing results: based on who your contacts are (demographic and psychographic characteristics) and based on what your contacts have done (behavioral characteristics). In most cases, segmenting based on behaviors yields the best email marketing results, but your goal should be to develop targeted email conversion funnels based on the data you have. Below are 9 email segmentation strategies you can use to improve your email marketing results.

1. Position in the marketing funnel 

Segmenting your list and building email conversion channels that match the content to the recipient’s position in the marketing channel is far more effective than sending a single offer to a broad audience. Contacts at the top of the channel are not close to a purchase. They are at the earliest stages of the consumer buying cycle and need very different content from your brand than those people in the middle of the channel who are in the research stage and people in the bottom who are very close to making a purchase decision. Sending a free shipment offer to a consumer at the top of the funnel is unlikely to deliver conversions, but the same offer sent to consumers at the bottom of the funnel could be hugely successful.

2. Purchases 

If someone purchases a specific service or product, this purchase shows they are interested in a particular type of product or service that delivers a specific set of features and benefits. Segmenting your list so that you can send messages that promote add-on products, discounts on replenishments, and other relevant offers to contacts which show interest in specific products and services is an effective strategy to increase per-customer sales.

3. Lead magnets requested 

Like clicks and pages visited, you can learn a lot about the people on your email marketing list based on the lead magnets they demand. Keep in mind that you can use lead magnets to motivate your contacts to take different kinds of actions at all points in the buyer adventure to push them further through the marketing channel. If you track all the lead magnets each contact downloads over time, you can create targeted offers and email conversion channels to strengthen their relationships with your brand and continually push them through the marketing funnel. For instance, if a segment of your email list downloads a lead magnet about a specific topic, you can continue to create your relationship with them by sending more relevant content on that topic.

4. Location 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Location-based segmenting can be used to send local offers, promote services and products based on climate, remind contacts about time-sensitive offers using countdown clocks specific for each time zone, and more. For instance, some companies have great success sending promotions to national audiences during sports seasons. By segmenting their audiences, they can include references to local teams. A campaign sent during the NCAA or Super Bowl Championships could reference local teams by segmenting your list based on contacts’ zip codes or states.

5. Gender 

Depending on the type of services and products your business provides to consumers, segmenting your list by gender can be extremely useful. Not only could females and males interested in different products or services, but they might also be interested in different benefits or features of the same products.

6. Age 

If you know your contacts’ ages, you can create age-based segments to send targeted messages. For instance, you might create email conversion funnels which offer age-appropriate products to your contacts based on their ages. You can also create special promotions for baby boomers, Generation X based on your contacts’ ages.

7. Opened Email Messages 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

People who open your email messages are engaged with your brand and should be segmented from people who do not engage with your messages. Furthermore, you can segment your list by the types of messages your contacts usually open. Consumers who open messages about a specific topic, type of service or product, promotion, an event should put into individual segments so you can send more targeted messages to them in the future while avoiding annoying recipients who would be less interested in those messages.

8. Response Frequency 

How often do your contacts open your emails, click on your links, or purchase from you? Each of these metrics can be used to segment your email list. The more engaged a person is with your brand, the more critical it is to foster the relationship and reward those contacts. Email marketing is one of the most effective ways to build client loyalty and repeat purchases, and since it costs less to keep clients than it does to win new ones, this type of segmentation should be a priority.

9. Buyer Loyalty 

Segmenting your audience by loyalty gives you an opportunity to not only adjust your promotions for each segment but also to modify your brand messages. Consider segmenting your audience into at least 4 groups: first-time buyers (people who recently purchased from you for the first time), one-time buyers (people who bought from you one time and never purchased again), repeat buyers (customers who have purchased from you more than once) and frequent buyers (clients who buy based on a frequency that you choose, such as weekly or monthly). First-time customers should get very different offers and messages than your most loyal frequent buyers. For instance, it makes sense to invite the people in your frequent buyers’ segment to join your unique loyalty rewards program. Sending this type of offer to first-time customers or one-time buyers would not be as successful. 

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