Ways to segment your email list
As we've already touched on, there are many ways to segment your email list. Some segmenting options include:
Demographic data, including age, gender, income, and family status, is often the first place businesses start when segmenting their audience.
However, you can target several different types of demographics, which will depend on your products and services. For example, if you sell medical devices directly to senior citizens, your target audience would likely be above the age of 65. Meanwhile, you may need to adjust your messaging based on gender, especially if you have a product that benefits everyone.
Geographic segmentation allows you to segment audiences by where they live, including language, country, zip code, city, or time zone.
For example, you may have products more popular with individuals in the midwest versus those in the south. In addition, many B2B businesses have salespeople for different regions. By segmenting the lists, these salespeople can easily identify and communicate with their prospective customers by creating unique emails.
One of the first things many businesses do before developing or marketing those products and services is to identify customer personas. Customer personas are fictional profiles to help keep your target customer in mind. If you already have customer personas, you can use their information to segment your audience.
For example, your customer persona may list that your target audience is female, in her 20s, with interests including pets, beauty, and reading. If you're a makeup company, you may use this information to do everything from creating products to brand building. In addition, you can use it in your email marketing by segmenting this particular customer to send them the most relevant offers.
Behavioral segmentation is slightly more complicated than geographic and demographic segmentation because it requires you to know about user actions on your website by collecting behavioral data.
A robust CRM can help you learn this information about your customers, allowing you to send them more targeted campaigns based on past actions. For example, you can segment customers by which products they've recently purchased and send offers for similar products. Meanwhile, you can also use cart abandonment emails to target a segment that has left items in their cart without finishing the checkout process.
Behavioral segmentation allows you to target individuals based on the information you have about what they've done on your site, including purchase history. Of course, not all of your subscribers may make a purchase, but you can target them based on specific pages they've visited and shown an interest in. For example, if you sell loose-leaf tea and a customer logs into their account and continues to view a certain category of teas you offer, you can send them promotions for that tea category to help bring them back to your site.
Another way to segment your email list is by email activity, such as subscriber engagement. You can look at your email metrics, including open and click-through rates, to help you understand more about your customers and their level of interest in your brand. Then, you can segment your audience based on these engagement rates by tailoring your email messages to them to avoid unsubscribes and lost customers.
Your unengaged or inactive users may need more attention than one that's more engaged, so you'll have to brainstorm ways to reel them back in, such as by using promotions or asking them about their preferences.
If you're a B2B business, some segmentations won't work for you because you have a different type of customer. However, if you sell products or services to other businesses, consider targeting them based on the type of organization.
This may include small businesses or industries. For example, if you run a marketing agency, you can segment your audience by company size and industry to help create content targeting specific niches. In this example, you'd have different content for businesses in the manufacturing industry compared to those in the e-commerce industry.
Stage of the funnel
Your funnel can tell you a lot about your marketing strategies. For example, if you notice many customers drop out of the funnel at a certain stage, you can revisit it to determine what's making them leave without converting. In addition, you can segment your email list based on where customers are in the funnel to create more personalized marketing campaigns.
For example, if a subscriber is still in the brand awareness stage, you might email them about the types of products and services you offer and more information about your brand to help them learn why they should choose you.
Meanwhile, customers in the decision stage should be given more concrete reasons to choose your products and services, such as testimonials about a particular product they're interested in.
Where they shopped
If you have a brick-and-mortar business alongside your e-commerce business, you can segment your customers into these two groups. The odds are that you create specific offers and deals for each store, so you'll need to find a way to market to each specific type of customer and where they shop. By segmenting customers between brick-and-mortar customers and e-commerce customers, you can effectively share the right information about each aspect of your business with the right people.
In addition, if you'd like to send more traffic to one place—either your physical or online store—you can cross-market both types of your business. This can be especially beneficial if you want to close your physical location to focus solely on e-commerce, allowing you to notify your brick-and-mortar customers beforehand.
Type of customer
Many businesses have a few different target markets because they offer several different types of products and services. For example, if you're a B2B marketing agency and target brick-and-mortar stores and e-commerce businesses, you can segment your audience based on the type of business or customer they run. In addition, depending on the type of business you operate, you may work with consumers and businesses. In this case, you'll need to segment them to offer different content that will resonate with them.
For example, if you sell accounting software for accountants and individuals, you have two distinct audiences: regular everyday consumers and business owners like accountants. If you send a newsletter, you don't want to send technical accounting tips to consumers who might be confused.