How to Leverage Segmentation to Improve Your Email Engagement Metrics
Email communication is still an essential part of communication between businesses and their audience. Therefore, businesses must get creative and smarter in email marketing when it comes to customer segmentation.
What is segmentation?
Email segmentation is the process of breaking down your email list or database into smaller segments. Each segment represents a specific type of customer based on their interests, behavior, attitude, and preferences.
For instance, with segmentation, you can group customers by purchase history, job title, gender, demographics, or location. When you segment your email list, you can send targeted messages that are more relevant to the customer’s needs and interest, leading to higher conversion rates.
How to leverage segmentation
Whether you are a startup or an established business, the following tips will help you leverage segmentation to improve your email engagement metrics:
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Segment based on subscriber behavior: You can analyze the data from your website, social media interactions, and previous email campaigns. Use this data to segment subscribers based on their actions and behavior, for instance, subscribers who have opened, clicked, or purchased from your previous email campaigns.
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Segment based on preferences: Consider segmenting subscribers based on their interests and preferences. A preference center can be used to collect data voluntarily and segment subscribers accordingly.
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Location-based segmentation: People in different locations have different needs and interests. Therefore, it’s essential to segment your email list based on your subscriber’s location. This kind of segmentation helps you send personalized communication about events, offers, or even local news that matches the recipient’s location.
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Demographic segmentation: Even though it’s a widespread segmentation method, demographic segmentation is still effective. Segment leads and customers based on age, gender, income, or occupation. This allows you to send targeted messages that fit their particular characteristics and needs.
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Segment based on customer lifecycle: You can segment your subscribers based on their customer lifecycle stages, such as lead, customer, or loyal customer. This segmentation tactic helps you optimize your campaigns to match the recipient’s current position in the sales funnel.
Why Segmentation is beneficial to your email engagement metrics
With segmentation, you can create targeted emails, which results in higher open rates, click-through rates, and fewer unsubscribes. Tailoring your email messages to specific subscriber segments can improve customer experience, satisfaction, and ultimately, increase revenue.
For instance, research shows that segmented email campaigns have a 14.31% higher open rate than non-segmented campaigns. Additionally, segmented email campaigns have a 100.95% higher click-through rate compared to non-segmented campaigns.
Final Thoughts
Segmentation is a proven way to improve email engagement metrics. By tailoring your message to fit the subscriber’s interests and actions, you can create a personalized experience and increase your revenue. It’s time for businesses to become more creative and strategic in their email marketing by implementing segmentation.
