Why Email List Segmentation Is Important

Why Email List
Segmentation is So
Important
Vasilis P. | www.GloboMailer.com

Why Email List Segmentation is So Important
In today’s bustling world of ever-changing and improving technologies, many
marketers have given up on old-school marketing tactics in favor of social media
advertising. However, email marketing is here to stay, but it is up to marketers to
makesurethatthey’redoing itcorrectly.
What isEmail List Segmentation?
List segmentation is exactly what it sounds like – a process that involves moving
email subscribers into groups so that you can customize your emails more
speci cally toward them. The ultimate goal is to write a different email for each
group that will get some kind of emotional response, making your call-to-action
much more powerful. For the purpose of this post, assume that you have a single
product to sell that requires a monthly subscription. There are two email
segments that aremade up of a group of buyers, or Group One, and a group of
non-buyers, or Group Two.

AppealingtoGroupOne
Group one consists of people who have already purchased the product you’re
selling. Your email flow mightlooksomething likethis:
An email immediately after the purchase to thank your new customer for
buying your product and to provide information that could help them make
themostof it, such as an in-depth tutorial.
A follow up in two or three days to make sure that your customer is happy
with their purchase.
A survey a couple of weeks in to nd out how your customers feel about
their experiences.
An email containing a gift a couple of days before their subscription
renews justto say thankyou.
Promotional emails once each month (at least) thereafter to keep buyers
awareof any other products you mightoffer.
AppealingtoGroupTwo
Group two is a bit different. These are individuals who have provided their email
addresses to you, but haven’t yet committed to making a purchase either because
they feel unsure about the product or they are enjoying a free trial. For this
group, theemail structureis much different.
Weekly, biweekly, or monthly newsletters that build on the value of the
product you are selling. These newsletters should build trust with non-
buyers and help provethatyou arean authority in your industry.
Testimonials from buyers will help build even more trust, and they’ll prove
thatyour productwill do whatitclaims to do.
Calls to action explaining why non-buyers should commit to making a
purchase. You might even offer a discount on the rst month’s subscription
to help them along.

Once your email list segmentation converts a non-buyer into a buyer, then you
simply move that person into the new group and continue with your emails. For
most industries and companies, email list segmentation just makes sense. After
all, your buyers don’t want to receive emails promoting products they’ve already
purchased, and your non-buyers have no use for tutorials or surveys on their
experiences with your products. These examples are incredibly simpli ed, but
you can apply them to a variety of unique situations in order to make them work
for you.

Email List Segmentation Tips - How to Collect
Data?
Shareand Enjoy
First things rst: why segmentation is good for
you?
Why should you bother breaking down a perfectly good list of thousands of
addresses? Well, becauseitis far from “perfectly good”.
You want to send out email that gets opened, links get clicked on – and in order to
be able to do that, you have to send something that interests people. But if you
have thousands of addresses a great portion of them won’t be interested in
generalistoffers.
Is itdifficult? Maybe. Worth it? Absolutely yes. (GetResponse)
Email List Segmentation Tips - How to Collect Data?

Data?
Really this is no brain surgery: if you see a young man entering a jewelry shop,
clearly there for the rst time, you will assume he is there to buy an engagement
ring. If it’s holiday season, you will assume he is looking for a gift. His clothing, his
car parked outside will give you a general direction of the price range he will be
interested in. This is what sales people do for centuries: read the signs. Acquire
data and act accordingly to give the best proposal.
But of course you can hardly see behind an email address. You don’t actually see
or hear the recipient, you will most likely never meet them, so you will have to get
data another way.
Surveys are great tools for this,
If you ask too many questions when someone wants to subscribe you can scare
them off easily. People are not eager to give out detailed and personal
information – and the more you ask for the more suspicious you will be in their
eyes.
So ask for minimal information at opt-in, and gather the rest later. Sit down
with your email editor and create a new kind of email: a survey campaign. Then
send thatoutto your entirelist.
People are much more likely to participate in surveys, but there is an even better
option. Call it a quiz – design it in a way that they won’t feel like they are being
questioned. Also it helps if you offer something. Now this may be a small prize,
like some gadget that one of the people who answer your questions will win or
maybe something that everyone gets for free. The point is giving: you have to
give something to get something back from your audience.
What should you ask for?

Data?
This is also a tricky part. By the time you are sending the survey out you should
be in possession of some minimal information – at least addresses, maybe even
their names, age and gender as well. The latter two are data that you should not
be asking for at opt-in but at the end of your survey by the way – people will
assume that it is necessary for them to give that information, they will be much
less reluctant.
Other data you could simply read from tracking your emails. By using suitable
systems you will getopen and click-through rates, geographical data and so on.
Whatyou should beasking for is whatareyour recipients interested in.
The whole point of the process is to create groups with certain known
interests, because if you send them content that resonates with those interests
they will bemuch moreopen to your message.
Questions like these can work for you as well: What do you want to read about
more? Do you like the topics we deal with? What kinds of content would you like
to read? Newsletters, blogposts, ebooks? This information is gold for you.
Also, you can survey satisfaction by asking if you send too many mails, or if they
liked theproductoffers you sentthem in thepast.
In the mailor on the site?
An important question is: do you direct your audience to a microsite designed for
the survey, or do you include it in the mail? Due to limitations of the email
technology you should include the actual survey on your website instead of the
email itself.
In your next newsletter include a CTA in a very prominent place, reminding
your readers thatthey can fill outyour survey, and directthem to your site.

Data?
Or you may even send a dedicated email campaign to them, with a very personal
tone from the CEO and ask the key questions one-by-one. Nowadays more and
more email marketers prefer to use personal emails from people, where design is
not important at all, so it seems to be coming from a real person, instead of mass
email program! You may try both tactics, and see which works for your audience
better.
What you do with the collected information is another issue – one we will soon
also writeabout. Stay tuned.

Data?
Welcome to GloboMailer!
GloboMailerisanemailserviceprovider(ESP)chichdelivers
millionsofemailsperdayfora varietyofcustomers.Wehave
thousandsofcustomersallovertheworldrangingfromsmall
businessownerstolargecorporations.
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Why Email List Segmentation Is Important

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