Every day, millions of consumers receive multiple emails across multiple devices and make the choice to delete them, leave them, or open them. What’s going to make your email stand out? The days of the catchy subject line that leads a customer to open the email only to find something that underdelivers, are over. As consumers continue to look for a one-on-one experience, it is important that emails become more personalized through segmentation.
It’s All in the Data
As email marketing continues to grow, companies are now able to gather data and segment users for specific types of emails more easily. This range of data can be as simple or complex as needed to create a personal experience. Regardless of what information you’re using to segment, it’s important to create the illusion of a one-to-one experience. The more you subsegment an audience, the more likely it will appear you’re having a conversation with just them.
How to segment subscribers
Chances are you have a decent amount of email subscribers, and it is important to figure out exactly what you’re looking to send so you can accurately target consumers. Sometimes the segmenting may be on something simple like:
While other times the segmenting may get a little more complex and you may be using combinations to create sub-segments. These sub-segments generally include something the consumer has done in the past or interest they have shown on your website. Some examples of this would be:
- Past Purchases
- Purchase interests
Remember, it is typically better to start small when it comes to segmenting. Look at what you’re trying to sell and then figure out the best way to get your message to particular groups. Looking to sell a spa package with a woman in the photo? You’re likely to segment that email by gender for two reasons, 1) Women generally go to the spa more than men 2) The woman in the photo is something females can relate to.
Although it takes some work to segment your consumers, the results have an overwhelmingly positive impact. As email has become intertwined in daily life the influence it has continues to grow. The bottom line is that your unsegmented emails are likely to end up in the trash. Where if you spend some time and segment your consumers, you’re likely to not only get an opened email, but also a click. In the end, this segmentation will lead to big gains in your ROI.