The secrets of email segmentation

The magic of email marketing lies in the fact that it’s personal, relevant, and timely to your customer’s needs. The key to all of this lies in email segmentation.

Segmentation is how you dynamically divide your database into smaller lists depending on different criteria such as location, purchase history, interests, and other demographics.

The more specific you can get, the more relevant your emails will be, and the more value your customers will find in them.

Segmentation Simplified

1. 1. You’re hosting a local event and want to promote it. Rather than sending this to your entire national or global database, you can send it just to the subscribers in your region.

1. 1. You have new season stock for men’s and women’s clothing. A promotional email can be sent exclusively to the men on your list, and a separate one for the women, showing the products most likely to interest each group.

1. You want to discount a best-selling product. Rather than marketing to people who already bought it (at full price), you can send this only to people who haven’t purchased it before.

The Power of Automation

Automation makes the day-to-day task of email marketing a whole lot easier, by automatically sending particular emails or email flows to subscribers based on specified triggers.

When a trigger is pulled – for example signing up to receive emails, completing a purchase, or abandoning a cart – the customer will receive an email specific to that action – a welcome email, a confirmation, or a cart reminder. Triggers and conditional splits can be designed to create relevant emails for any number of potential journeys that your customer might take through their interactions with your business. Automations help to build the relationship between your customer and your business, without leaving them waiting or letting them get cold.

Segmentation in Action

1. 1. A customer’s product has been delivered, now they automatically receive a prompt to review your business on Google, with a link.

1. 1. A new lead has had items in their cart for a few days, but not checked out. They can receive a reminder that their items are there, and a 24-hour discount to encourage them to purchase.

1. A new lead has just signed up to your database. They get a confirmation email letting them know what to expect, with a few questions to help you tailor your content to their interests.

Those are the secrets to the success of segmentation. If you need expert help with your email marketing, contact us today.