Wondering about on the best way(s) to segment your email list? One (or more) of the following are a great place to start.
1. How They Signed Up
Did someone join your email list at an event? On your website? At your store? Segment and adjust your content accordingly. It shows that you’re paying attention, and you’ll make a fantastic first impression in the inbox.
2. Physical Location
Here’s one example: When you segment by location, you can let subscribers in Southern California know about a local event in Los Angeles without annoying your audience in the Northeast – and they’ll thank you for choosing not to clutter their inbox with irrelevant content.
3. Your Response Results
Send a follow-up email only to the people who opened your last campaign. Or, resend to people who didn’t open with a different subject line and see if that does the trick. Also pay attention to what content they’re clicking on, so you can send them more of it.
4. Your Most Engaged Audience Members
Have some subscribers who always open and click? They’re likely to be some of your most loyal brand advocates, so send them some exclusive content or a special offer to say thank you. They’ll appreciate the kind gesture. You’ll appreciate the great results.
5. Your Least Engaged Audience Members
On the other hand, we all have ‘em – subscribers who never open emails. Try segmenting them and sending a re-engagement (or win-back) email. See these tips for sending an effective re-engagement email. And those that don’t re-engage with your emails, it’s time to take them off your list.
6. Purchase History
This could be a simple thank you note, an email showing off other products they may like, or a loyalty reward for folks who regularly spend a lot. And this doesn’t just apply to retail – segmenting based on donation history or ticket sales works just as well.
7. Birthdays & Anniversaries
Sending a special message to celebrate your subscribers’ birthdays or other major milestones is a fun (and effective) way to segment. These emails can also help create brand loyalty as well as lift conversion rates.
8. By Any Action You’re Capturing
Segmenting is about putting all that data you have to work so you can learn more about your audience and send them the most relevant content possible. So if you’re capturing a piece of data, odds are good you can segment by it, and that you’ll love the results.
8.5 Which Direction They’re Facing!
photo by Dušan veverkolog on Unsplash
This is a fun way for me to use this adorable photo of meerkats, as well as to show you that segmenting your list by what what they’re interested in will result in better engagement with your peeps by them opening and responding to your emails.