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Digital Marketing

A GUIDE TO EMAIL MARKETING SEGMENTATION

According to a Mailchimp survey, the average open rate for emails is 21.33 percent across all industries. But, once your subscribers have opened your emails, do they click on your offers, make any bookings, or pay for their purchases?

By segmenting your users into audiences, you may increase your chances of converting them.

Segmenting your email marketing list entails categorizing your email marketing database’s subscribers according to particular criteria.

It allows you to customize messaging and maintain your mailing lists free of the subscribers who aren’t interested or engaged.

Segmented, well-maintained email lists, on the other hand, keep you focused on your top readers and customers, preventing deliverability concerns and lower sender scores for your emails. If your email is repeatedly left unopened, Gmail, Yahoo, and many private corporate email providers will start labeling it as spam.

Lower open, click-through, and conversion rates can all impact the success of your campaign. A natural rate of subscriber attrition exists in healthy email marketing lists (about 0.5 percent is okay). It’s up to you to figure out how to expand your subscriber list in order to make up for the lost contacts.

Best Practices in Email Marketing Strategy

Because industries differ, how you divide your email list depending on your target audiences is entirely up to you.

Here are some well-known best practices for keeping your email marketing database in great form, ready for marketing automation and mass or one-on-one personalized messaging.

New Subscriber Opt-In

Do these appear to be new subscribers? Send them a welcome email, or a series of welcome emails, to get them acquainted with your company.

Where did they originate? Try utilizing an email subscription pop-up if they’re new to the site. According to industry statistics, subscription offer pop-ups can convert 2-4 percent of visitors to your site.

Allow subscribers to customize their email preferences

Give your potential subscribers options during the signup process.

Perhaps they’d like to receive industry-specific newsletter updates. Perhaps they’re interested in the information on your blog or the most recent product announcements.

Setting email preferences is not only a fantastic capture approach, but also a solid retention strategy.

Maybe they just want you to send them fewer emails. If a database user is about to unsubscribe, direct them to a website where they can change their subscription preferences.

Use Lead Magnets to Sort Subscribers

Are you generating leads through social media or Google Ads?

If you’re good at developing versatile, helpful material, white paper or research update signups might be a fantastic way to get subscribers. Attendance at an event is another fantastic lead magnet that merits its own email part.

B2Bs can benefit greatly from segmenting and identifying this type of subscriber, which can then be nurtured with a targeted set of emails.

Monitor Open Rates

The importance of open rates cannot be overstated. They identify who is most engaged with your emails, as well as who does not open or click through them at all.

What are your plans for this information?

Consider your most active subscribers to be VIPs, and give them special treatment. You may invite them to an exclusive webinar or event, a sneak peek sale, or a discounted trial of a new product or service.

Keep an eye on inactivity or shifts in engagement patterns.

There are various types of inactive users, and some of them only require a gentle nudge to get them active again.

Let’s say you’ve received conversions in the form of a free consultation or a business meeting. If they’ve scheduled a meeting but haven’t shown up, you can form a segmented group to remind them to reschedule.

Others may have been reading numerous emails in a row before abruptly ceasing to do so. Then there are inactive users, who have not opened your email in six months or a year.

Send a quick welcome to these less active individuals and invite them to check out your newest product arrivals, or provide them with some news that you believe is interesting to them.

Be on the lookout for unsubscriptions.

Don’t be concerned about folks who unsubscribe. If these subscribers aren’t interested in reading your emails or visiting your website, it’s fine to let them leave.

Look into your subscriber acquisition techniques, as well as the segmented content in your emails, if your un subscriptions start to exceed 1% of your list.

Segmentation in Ecommerce

Ecommerce marketing segmentation is a complex strategy with many layers and engagement opportunities. Every one of these is a useful email part. Communicate in a unique and friendly manner!

The most common issue with many ecommerce-oriented websites is an abandoned cart. Return to your consumer and remind them that they haven’t completed their purchase of the items in their shopping cart.

  1. A promotion that was passed up: Check your list for subscribers who missed a recent sale or discount, and see if you can extend the offer to them.
  2. I have yet to write a review: Encourage client evaluations and praise those who leave them to boost social proof on your website. It’s usually enough to send a reminder and a thank you email to start and close this cycle.
  3. Because money and product delivery are involved, ecommerce buyers keep a careful eye on their emails. Other ecommerce email best practices that might keep you in touch with your customers throughout their lifetime are included below. Maintain a Clean Email List

Any email marketing campaign requires a well-segmented email database. It’s a crucial extension of your company’s personal voice. It allows you to keep track of and nurture your most active subscribers. More significantly, segmentation maintains your email database ready for your most active clients as well as your B2B business’s most active leads.

It’s just as crucial to keep track of inactive or unengaged subscribers. Keep in mind that inactive subscribers can be suppressed or moved off your active list without being completely removed.

A well-maintained email database can provide you with a more accurate picture of your email marketing performance and help you stay on track with your overall marketing goals.