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How Can List Segmentation Affect Your Email Marketing Success?

Written by Anna Milward on August 19, 2014

Do you have a big email subscriber list? Or even a small one? If you want to get the best possible results from your email marketing, and think that sending blanket emails to everyone on your list is the best way to do it, think again!

List segmentation is a well-known way to improve your open rates and click through and get more from your email marketing. It is very straightforward to do but a surprising number of businesses don’t take advantage of list segmentation and the opportunity to divide and conquer their email subscribers.

What is list segmentation?

Email list segmentation is a process of dividing your recipients into groups and targeting each group with specific emails which will appeal to their taste, needs and purchasing history.

You can segment your list as much or as little as you like. Generally, the more specific your segmentation, the better the results will be.

What’s so great about list segmentation?

List segmentation is awesome because it lets you specifically target your message to your recipients and what they are interested in. By speaking directly to them, you can get your subscribers’ attention and make it more likely they will engage with you by opening your email and clicking on the links.

Email content which is targeted specifically at your audience will be more interesting to them than generic content which might not address their specific situation and needs.

Once they start to associate your business with interesting and valuable email content your subscribers will begin to trust you. This makes it more likely they will continue to open your emails in the future and purchase your products or services.

By segmenting your email list you can also enjoy lower unsubscribe rates. Recipients who find your content valuable are more likely to want to keep receiving it which means they are less likely to reach for the delete button when your email pops into their inbox.

How should I segment my list?

The first thing you should do is identify the different groups that make up your subscribers.

Some popular ways to segment an email list include:

  • By geographic location. Target local recipients who are from a specific area.
  • By purchase history. This way you can reward loyal customers with bonuses and loyalty programs and target those who are more reluctant to purchase from you with specific offers.
  • Open history. Some subscribers may open every email you send while others instantly delete them.
  • By browsing history. If your subscribers have visited a certain page or subscribed after attending an event, gather their details together and target them with information which is relevant to them.

Segmentation is straightforward if you are using an email service like Sendloop. All reputable email services have a segmentation option which enables you to filter your subscribers into different groups and send emails just to recipients within each group.

After you have narrowed down your different groups, you will need to produce content that is tailored just for them. You will be able to see whether your efforts are hitting the mark by tracking the results.

Segmenting your email list can have great results for your email marketing, if you aren’t doing it yet, give it a try and see for yourself!

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