Email marketing is a great way to connect with new leads as well as those who have previously purchased items from your business. However, if you have a high unsubscribe rate, it might mean you’re annoying your subscribers with too many or irrelevant emails.
One solution to this problem is to use ‘segmentation,’ which is a method of sorting and filtering the lists. Email segmentation will help you ensure that your messages are sent to your relevant audience. You can segment your mailing list by demographics, level of interest in your company, or any other metric you want. We’ll go over the importance of segmentation and some tips for getting started to help you create a successful email marketing strategy.
Getting Started with Email List Segmentation
When creating the sign-up form for your list, consider what information you want to gather aside from email addresses. Each piece of information you collect from your subscribers becomes a possible merge field that you can use to segment and personalize your mailing lists. To do so, you’ll need to think about what kind of details will make sense for your site to have.
Here are a few of the most efficient ways for segmenting your email lists:
- Location
You can use data like zip codes to filter your list based on the location of your subscribers. This is particularly helpful for membership sites with a geographic element.
- Sign-up date
This data can be used to create new ways for recent customers to connect with your brand, or to reward your most loyal subscribers with exclusive offers.
- Email activity
You can also segment your list based on customers who have a high click-through rate or open rate. This is a simple way to see who your most devoted supporters are. You may send this group polls, new opportunities, or special offers.
- Interests
You may ask people to choose which types of emails they want to get when they sign up. Members will then self-select only the information that is important to them. You may also add a field to your unsubscribe landing page that asks subscribers if they’d like to manage the newsletters they’ve signed up for instead of unsubscribing.
You might also want to manually import separate information to even further segment your list. For example, if you have a list of clients from your online payment system, you could download all of their emails as a single file and upload it as a new list segment. Some platforms like ActiveSend, offer options and easy-to-use email tools and features for effective segmentation.
Tips for Effectively Segmenting Your Email List
Here are some of the most effective ways to put your segmented lists to use with your membership page:
- Reward your most loyal customers
Customers with the highest CTRs can be offered special offers or other rewards.
- Run a drip campaign
A targeted drip campaign will help you persuade existing members to renew their membership before it expires.
- Filter out irrelevant emails
It’s a good idea to make sure that every email you send with a particular message is sent to people who may be interested in it. For instance, you may only want to advertise an event to people who live close enough to attend. You can then send content with a wider scope to your general list. The more specific your email segmentation and targeting can be, the better. This means that your efforts yield the best results possible. To have a cost-effective email marketing campaign, ActiveSend offers easy-to-use email marketing tools where you can create amazing templates and segment your list even without coding skills. With ActiveSend, you can send high-volume messages and take advantage of the full potential of email marketing and automation!