Email marketing has proven itself to be an effective way for businesses to gain customers, increase sales and build relationships. The problem is that sometimes it can feel very hit and miss, and once someone has hit the unsubscribe button, there isn’t much that can be done about it.
Just as bad as the unsubscribers, are those that simply never open your emails. You may have crafted a compelling subject line, but if it doesn’t seem relevant to the reader, they are going to move on. Segmenting your email list is one way to prevent unsubscribers, and to get your reader to open that email.
To segment your database takes some time, but it is worth the effort. Your email marketing campaign will be much more effective when you are sending emails that are relevant to everyone, not just a small percentage. Just like throwing a party, realizing not all your guests enjoy and want the same things, can turn an OK party into a great party!
Lets start with some basics on how to segment your database:
1. Separation of customers and potential customers. These two groups should receive different emails, at least some of the time. For those who have already purchased your products or services, getting barraged with emails designed to make that first sale can lead to unsubscribing.
2. There are going to be people on your list who always open your email, and those who almost never do. These readers should be divided into two separate lists. Once you have done that, you can start experimenting with different strategies for those on your “rarely opens” list. Of course you don’t want to do that to those that always open your emails. To this list you should probably focus your efforts on providing value and driving sales.
3. If your business offers products that vary greatly, you are going to want to divide your list using customer purchase data. This way, you can better target your email marketing based on customer needs. For example, if you sell to both individuals and businesses, you have two very different kinds of customers with very different needs. These are two groups of customers who would benefit from different emails.
These are some starter suggestions, and as you become more comfortable with segmenting, you can really start to zero in on your list, making your email marketing campaign a much more powerful and effective tool for growing your business.
If you’re ready to move your business forward, download our eBook, 10 Ingredients of a Successful Marketing Plan by clicking HERE or on the image below.