E-mail marketing has been popular in recent years with its strong communication characteristics. As we all know, your email marketing plan will benefit from your dedicated strategy in how to locate the list. E-mail segmentation is the “best practice” of e-mail marketing, and as long as it did correctly, it can help boost the effectiveness of your campaigns.
Why Email Segmentation is Important?
You may have customers of different ages, socioeconomic classes, geographical location, etc., but they have nothing in common, which means they need corresponding marketing. E-mail segmentation allows you to adjust your messages so that each group can appropriately involve in the correct level. This will contribute to increasing your email opening rate.
Key Email Segmentation Strategies
Grouping your email list according to your potential customer source will greatly improve your campaign outcomes. People who choose to enter your mailing list via your blog or social media interactive link or subscription button will need different forms of communication with those who physically provided their information when buying in the store.
Gathering information about the different pages of your website visitors can help subdivide your email list. If a customer has spent a lot of time on a particular page, you should send them by e-mail information about this topic, and point out other relevant pages that they find useful. If you don’t know how to check your visitors’ access information, Google Analytics can help you gain insights into the web pages of your site.
A customer who has not been bought for a period of time needs to be re-engaged that new customer of this brand is not needed. A simple organizational approach based on purchasing history is to segment these categories into:
1. Repeat customers – If they often buy your product, they are likely to purchase promo or product upsell on the market. This customer is also very pleased to hear that you provide any news or services about the new product.
2. One-time customers– These customers need you to know what they bought last time? Whether the product they will be brought back or not, then send a reminder or discount based on their purchase history.
3. Waiting-to-purchase customers– These people have been to your website for several times, and have already downloaded content from your site on social media, but they haven’t bought anything yet. They need some special coaxing, which may be sending e-mails or stores to them in the form of personal invitations in order to keep in touch with them.