Email Subscribers: Do you want to become more connected?

How to matter to your email subscribers

email subscribers - segmentation

Chances are your email subscribers receive a lot of email.

A lot of that email is from folks who do exactly what you do.

So, how do you stand out?

How do you break through their overflowing inbox?

Most of you have heard about using your email subscribers’ name in your emails and that is a nice touch.

But once they open the email how can you keep them engaged?

By creating email communications

  • that surprises them,
  • that tells them you know more about them then they think you do
  • that speaks to where they are in their lives or as it relates to your product and service

How do you do that?  You do that through email segmentation.

What’s that?

Segmentation definition:  It is the process of dividing your email subscribers into select sub-groups.  

You are creating categories of email subscribers based on some criteria.

Why bother? 

  1. When you send tailored communications to select groups, they are more likely to open, to click, and perhaps to purchase.
  2. The added bonus is you become more personable to each group of email subscribers because your messages are speaking just to them.
  3. You can also track the behavior of one segment against the other and learn more about your email subscribers. This information may lead to more or better product offerings.
  4. Over time, you can concentrate your resources against those segments that are most profitable.

How do you segment your email subscribers? 

The first step for you is to determine your objectives.  What do you want to accomplish?  If you want non-purchasers to get over the purchase barrier, perhaps you only offer this group a very attractive discount.  This saves you from offering the discount to those who are already purchasers. They don’t need the added incentive.

If you want infrequent purchasers to purchase more often, maybe you offer them a frequency discount.

If you want those who have purchased only one product to purchase multiple products, perhaps you create a product bundle that you know will be difficult for this segment to resist.

You get the idea.

Once you have determined your objectives and how you want to segment your email subscribers, create your segments through your email service provider.  As an example, MailChimp allows you to create segments within a list. Or you can create separate lists for your segments.

You can define your segments in a variety of ways.  Here are but a few for you to consider:

  • demographics (e.g. male vs. female, young vs. old, etc.)
  • behavior (e.g. purchased vs. never purchased, loyal email reader vs. not so loyal, frequent purchaser vs. infrequent, etc.)
  • type of product(s) purchased
  • how long they’ve been an email subscriber or a customer (less than 12 months vs. 13 months or longer)
  • geography (e.g. U.S. vs. non-U.S, West vs. East, etc.)
  • social media usage or social media sharing
  • attitudes and preferences based upon the results of surveys
  • and whatever criteria that helps you to meet your objectives

And don’t forget about your Buyer Persona.  Review all of the information you gathered to define your Buyer Persona, such as demographics, psychographics, social media hang-outs. You may find some interesting ways to segment using this information as well.

Your Turn

Do you think segmenting your email subscribers will help you in your business?

Have you ever tried to segment your email subscribers?  What problems did you experience?

You should share your thoughts below in the comments box.  Love to hear from you.

Sheila Hibbard

Sheila Hibbard takes the fluff, hype and confusion out of marketing and social media. She provides small business owners with straight forward, no nonsense marketing guidance and techniques that produce results based on her 35 plus years in advertising, communications, research, strategic planning and social media. Author of Marketing Online Made Simple - WHO.

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