How segmentation can improve your email marketing operations

Email marketing is a powerful way to convert prospects into leads and customers.

However, many organizations struggle with how to use it in the most effective way possible.

One answer is segmentation.

Email marketing segmentation allows you to identify your best prospects and target them with personalized messages that are relevant to their needs.

In this post, I’ll discuss what segmentation is, why it’s important, and what are some of the best ways for doing it effectively.

What is Segmentation?

Email segmentation is a way of analyzing your email list and identifying the people that are most relevant to what you’re selling.

It’s a way for you to stay organized and ensure that you are targeting your best customers with the right message.

For example, if you have a contact list that is not segmented, you may be sending emails that encourage the purchase of a product to those that have already completed a purchase.

From the buyer’s perspective, this can be frustrating and impersonal.

So essentially, segmentation is a way to stay organized so that you are sending the right email, to the right person, at the right time.

Why is Segmentation important?

Segmentation is important for both you and your customer.

Segmentation is helpful to you because it can help you to save time by sending the appropriate message to individual segments.

For example, if you have a segment labeled “repeat customers,” it will be easy and quick for you to send them your latest sale information via email without having to spend much time choosing who is in this group

Segmentation is helpful for the customer because it makes marketing emailing more personal and relevant.

They can save time by not receiving and reading irrelevant messages.

For example, you can thank customers that have already purchased a product with one list and provide updated product information to those still considering with another list.

How can be effective at Segmentation?

The best way to segment your email list is to start by making use of the customer data that you already have.

You should separate emails into categories that are most useful for you.

These categories can be things like subscription type, date ranges, demographics, psychographics, purchase behavior, or what stage of the buyer’s journey they are in.

Your segmentation should be specific to your business, your customers, and what you are trying to achieve.

If you are utilizing an email marketing service like ActiveCampaign, it will have a variety of options to help you get started.

Next, you need to start gaining additional intel about the people who have already subscribed.

You can do this by tracking open rates, replies, link clicks, and even whether or not they’ve forwarded a past email.

You can also create an incentivized email that gets subscribers to provide additional information in exchange for a discount, a piece of information, or something else that is valuable and useful to them.

For those new subscribers, you can create a call-to-action form that gets them to provide basic information upfront, and then create a series of follow-up emails that provide additional information and help them through your buyer’s journey.

Landing pages that are specifically created to track and convert subscribers are a great way to do this.

A landing page is just an individual web page that has the specific objective of driving conversions for your business by using compelling content, imagery, and persuasive messaging.

The goal is to compel visitors who land on your website’s homepage or other pages through paid advertising or organic search results.

Using Google Analytics, you can also track the customer’s actions on that page.

Do they click on the email link and go to the page? Do they go to the page and then close it out? Do they go to the page and then take the desired action?

All of this is useful information to help you update and refine your techniques to find out what works best.

What’s comes next?

Your email segmentation list should never stay static.

As you continue to gain more information about your customers and their interests, update your lists so you can continue to tailor your messages to your different groups.

You may find that one segmentation strategy is better for a certain time of year such as over a holiday season.

As you continue to refine, your emails will be more personalized, it will increase response rates, increase your conversion rates, decrease your unsubscribes, and provide a more personalized experience for the receiver.


This post may contain affiliate links. Click here for my disclaimer.

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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