Sending personalised and relevant content to your target customers via email is a massive challenge marketers face globally. Yet, some of us tend to stumble and falter on sending our message to the right personas.
This is where email list segmentation saves your day. Segmentation is critical to target /re-target customers and remind them about your product.
Strategic segmentation of your bought or collected e-mail lists, lets you craft campaigns according to your lead data and schedule customised campaigns for the target leads.
At the end of this article I’ll share a list of 20 segmented lists you should always have.
Wouldn’t you agree that it is necessary to separate engaged and targeted leads from disengaged customers who have been ignoring your mails for long?
The frequency of the emails sent to these customers should also be adjusted so that there is enough engagement and less unsubscribing due to a flood of emails.
So how does creating proper segmentation help you to send the right people the most pertinent content at the ideal time?
1. Not all buyers have the same behaviour:
As a business, you don’t always cater to just one type of customer, customer behavior and tastes are different depending on the geographic location, age and other factors and hence you will have to send different emails to engage the targeted customers accordingly.
2. Improved Results
Results of sending personalised emails are always higher than sending a standard email for all. Personalised emails give your customers the feel that they are talking to a person than to a machine. You’ve mentally scored brownie points with that.
3. Your customers are at various stages of sales funnel
We can’t send the same email to a prospect who is new to the product and an existing customer regarding the features of your product. The existing customer will get tired of seeing repetitive emails. Hence email segmentation segregates your emails according to the varied stages of sales funnel.
4. Rise in Open Rates
Even though you draft great compelling content, it is not necessary that your leads will be interested in reading them. List segmentation lets you send customized subject lines to the groups with like-minded interests encouraging them to open your email and read them.
5. Increased conversion
When your customers are engaged in your content and open your emails. They are more likely to eventually be convinced to buy your product.
Email list segmentation gives you a set of customers who are happy to know you and would love to purchase from you. It also helps you to keep your customers engaged and not forget you with time. If you’re using a CRM tool, then this slicing and dicing of data is going to be super easy, specially if it has an integrated email campaign scheduler within.
And here’s the list of segmented email lists that you must always have or have ready in a master file via filters.
Most basic of all to tailor certain campaign and content
2. Gender wise email lists:
Comes in handy around discounts around occasions
3. Education level:
Comes in handy while drafting certain emails or tailored campaigns e.g. more text or visual
4. Marital Status:
These email lists are useful in certain campaigns and businesses eg. life insurances, real estate etc
5. Geographic categorisation:
Depends on your business – Country level, State level or City level data.
Dissect your data based on what company prospects work for. More useful in B2B scenarios. eg maintain a separate list for Fortune 500 companies, for startups etc
Maintain a list of industry wise data if you’re a B2B solution provider. It helps to know who to tailor what campaigns for.
8. Past purchases:
Has this customer known to be engaging with competition or similar products.
9. Income level:
What income band does the customer fall under, Can you offer him a Tesla, Audi or Ford ?
10. Company Size:
Best to have one master file and multiple files with data sliced for 1-50 employee companies, 50-250 employees, 250-1000 employees and 1000+ employees
11. Company Role/Position:
Creating lists which are specific to roles is super useful. e.g. VP’s and above, Marketing managers , Sales managers, CEO’s and founders etc.
12. Last contacted:
13. Cold leads:
People who haven’t replied in 3 -6 months
14. Warm Leads:
People who haven’t replied in 1 month
15. Hot Leads:
People you’ve spoken to or engaged with in the past 1 month
It’s important to know who was earlier with you and then left you. And even more important is to find out why before it’s a mass exodus.
17. Position in the sales funnel:
I know it’s tough to track but its super-duper useful if you can. If you have your own business categorisations to track this great. If not use tools like Kissmetrics to get clarity on who is where and help the sales team focus better.
18. Last purchase dates:
Know who bought from you and when and target/re-target them accordingly.
19. Single Purchase accounts:
These are one-time customers who haven’t come back. Understand why and try to give the right incentive to this list of people via discounts and more personalised detail.
THE HOLY GRAIL
20. Personal Interests:
If you can have a list of people with categorisation of their interests you’ve totally nailed it as a business. You can not only send prospects and customers, content that interests them but also create a rapport to encourage WOMM, and ultimately convert them into your stealthy feet on the street !!
Do let me know if you have more suggestions to add upon to this list which you think are key. I’d be happy to do so and add to the knowledge. Feel free to write to me at Vikas@plash.in or sign up for a 2 weeks free trial (No credit cards required) to explore the tool Alore CRM to get a sneak peak into how AI powered advanced segmentation works !!
You can also read a previous post on 3 case studies on the power of email segmentation. Learn how a T-shirt retailer increased his revenues by 141% using email segmentation: