Audience segmentation tips
Once you’ve decided which segmentation strategies to go with, you can put the rest of your plan together. How are you going to target those people? Will it be via email, social media, or personalized landing pages? Here are a few tips for marketing smarter with segmented email campaigns.
Keep your segments more widely defined
Although the point of audience segmentation is to aim for specificity, it’s possible to segment your audience too far. It’s essential to have a smaller market with a defined need. If your market is so narrowly defined that it barely contains anyone, however, that’s a problem. You’ll either reach too few people, or you’ll end up spending time and energy writing messages for too many different audiences.
Focus on a few groups, but keep those groups broad enough to encompass relatively wide swaths of your customer base.
Aim for constant improvement
If the combination of audience segmentation strategies you used didn’t work, experiment with another mix until you find the most effective way to reach your potential customers. Measure the data to see where people are landing on your site, how long they’re staying, and what’s making them leave. Then incorporate that data into your next effort and into the day-to-day operations of your marketing.
Set goals, then measure them
Marketing goals are important. If your objective is to “reach more people,” for example, define what you’re looking to see from each of your segmented campaigns. That can include adding 500 more subscribers to your email newsletter, increasing the total number of products you sell by 20%, or doubling your email campaign’s click-through rate.
You should also make sure that your goals for each segment and your company’s overall goals are in sync with each other. Once you’ve set those goals, track them. If you met them, great!
If not, some tweaking is necessary. Setting goals and measuring them is simple—and it can provide valuable insights into the strengths and weaknesses of a marketing plan.
Use different channels
While email lists are absolutely key to communicating directly with your customers, there are more marketing channels you can explore when it comes to building better relationships and improving response rates.
Reach out to your customers with posts on social media on the platforms you know they’re most likely to use. Does your company sell ethically made makeup products? See about working with a beauty influencer on Instagram. Do you run a digital marketing agency? Try building a strong presence on Twitter and LinkedIn.
You can also reach and provide value to your audiences through blogging, whether it’s through your own site or someone else’s. Write a blog post that details something useful and position yourself as an authority on your product.
If you’ve got the skills or budget for it, try creating YouTube videos that are relevant to your target audience. Include links in the videos’ descriptions to get more subscribers to your email list or blog.
When you use different channels thoughtfully, you’ll see a return on that effort in the form of increased interest, increased sales, and repeat customers.
Click-through rates in email marketing statistics
Another good way to check how well your emails are working is to take a look at the click rates. The click rate is a percentage that tells you how many successfully delivered emails got at least 1 click. This number shows whether or not your audience finds the emails you send relevant enough to click through and check their email for more.
Here’s what standard click rates look like:
- Hobbies have the highest click rate, which is 5.01%.
- Media and publishing emails see the second highest click rate, at 4.62%.
- Government comes in third, with a 3.99% click rate.
- The average click rate for all industries we looked at is 2.62%.
The average click rate for all industries we analyzed is 2.62%