You have just spent a great deal of time with numerous advertising campaigns. The ultimate goal of these campaigns has been to create a list or following that provides you with a customized audience suited for your company’s products or services.
You have created your list more than likely through several means. Social media platforms like Facebook, Instagram, YouTube videos and Twitter as well as perhaps solo ads or simply plain old fashion media ads directed to your highly targeted audience.
Yes, some of your ads may have resulted in the direct purchase of items you were promoting, however, more importantly they will have provided you with an accumulation names complete with emails: your list. Both those who purchased and those who did not.
Your list allows you now to continue your marketing journey through various email campaigns.
It is important however, at this point to recognize that not everyone on your list is equal. In other words as much as your campaigns were directed at a certain avatar that you carefully created, that does not mean that everyone is at the same level of “want” at the same time.
Email marketing is considered to have the highest level of ROI (return on investment) than any other source of marketing, but what if you could actually improve on its’ capability to convert?
This is where list segmentation comes into play.
Segmenting your list does take a little effort, but the pay off is extremely beneficial. While it takes time it is not hard to do.
What exactly are the benefits? Fulcrum tech states the following:
With list segmentation you will see
Increased opens by 14.31%
Increased unique opens by 10.64%
Increased clicks by 100.95%
Decreased bounces by 4.65%
- Decreased unsubscribes by 9.37%.
This can be done three ways.
By dividing your list using behavior characteristics, simple demographics or even geographic measurements you can create email campaigns to reflect these diversities.
Your email campaigns now become even more meaningful to your subscribers.
How can you do this?
Let’s start with behavior.
Behaviour is simply a means to categorize the actions your subscribers are known to exhibit with their previous transactions.
This is where your ability to track your subscriber’s activities is important.
Which pages on your website do they visit, how often and how long do they spend on your pages, your videos, your Facebook posts? Which facebook posts or blogposts do they engage in?
Scenario One: your subscriber has already purchased an item from your website.
This perhaps is the easiest place to start with list segmentation. You already know at least some of their likes as a result of their purchase. What ad did they purchase from? Your email campaigns will continue promoting similar items that they showed the initial interest in. Expand on the benefits of the item they chose to purchase. If you are able to, inform them how an additional product ( your upsell) may be even better. Accessorize.
However, beware they may have only been looking for this item as a one time only purchase. They may actually resent being bombarded with more like items.
Good new, you can avoid upsetting many of these customers by adding a survey type email. Perhaps thanking them for their purchase and asking them if they wouldn’t mind letting you know what other interests they may have or needs you might be able to help them with.
Scenario Two If your subscriber has not purchased yet, but watches your whole video on “the 10 most popular video games for Kids”, then chances are
- they have at least one child.
- their child or children play video games
- they may be persuaded to purchase video games with the right email campaign.
Scenario Three: Your subscriber skips over the video on popular video games for children but hovers over a video or article on the newest must-have kitchen utensil.
Perhaps they even investigate further your website for other like items and may even click on several items you have for sale.
Your future email campaigns will then consist of additional articles or videos on these items that are useful in the kitchen. Maybe even throw in some tips on baking or cooking that perfect restaurant quality meal.
Remember in your emails to provide them with useful information. Tips in the kitchen. Build that rapport with them, all the while letting them know you have just what they need.
Now, this all works if you have a tracking system on your website, which hopefully you do. However, if you do not, then another way to garner this information is to simply ask your subscribers.
This may sound like a no-win situation but think of it more as weeding out those very unlikely to purchase from you and creating other lists of subscribers that have similar likes and wants. In other words, self-segmentation.
This can actually be done with your opt-in form by adding additional fields that will validate what interest they have after visiting your website. The danger is too many fields so be careful how many questions you are willing to ask them before they abandon their opt-in altogether.
If you do not want to add questions to our opt-in page you could also ask them with your initial email campaign
Have them verify what topics they would like to learn about. What exactly would they like to receive from you: specials, coupons, recipes, what’s new, safety, the frequency of emails and so on. Let them tell you.
Above all, respect how they respond to you.
Next, we have demographics. While this was most likely covered by your initial campaign parameters you will still be able to divide your list further. Let’s say male versus females.
Depending further on your product or service, how you speak to the different sexes with your emails may be totally different. The language you use, the examples you use may need to be altered.
Recognize that men and women will see things differently and therefore respond differently. Recognize the difference. It may or may not be important for your particular product. Even how you tell “your story” may be done differently.
This also goes with the different age groups. Let’s say you may be trying to attract those that are over 40, however you may want to break the group up even further. Retired versus still working. Self-employed versus employee. Union versus non-union.
Each group may respond differently to what you have to say and how you say it. Knowing this may just be the key that gets you access to their trust.
Lastly, we have geographic. Depending on your product, sometimes your significant geographic areas will have different colloquial tendencies.
What may be funny to one group in one region may not be to a similar group in a different location. North, East, South, West, country versus urban knowing this may be important in how you write your emails.
It may be cold and wintery in one location while it is hot and summery in another.
While geographic criteria may not be as important as behavioral, using this information can certainly help you in writing some very effective emails.
To summarize, yes you will find that in segmenting your list you may lose some subscribers. However, those you lose were more likely to unsubscribe anyways and those who have stayed with you are more likely to actually purchase, not just once but over and over again. Your best customers may just have been found.