Marion

Advice Segmentation in Email Marketing

Marion

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Oct 31, 2021
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Email marketing was initially limited to the batch-and-blast method when it first emerged. It means you can batch-up all of your leads then email them exactly the same message. It’s the digital version of flyering. Segmentation and personalization are now much more popular among email marketers. It means that they are always questioning themselves.

How do I ensure this message is relevant to this particular group? Segmentation is important because it has an impact on the architecture of your contacts database. To segment and personalize messages, you need to plan how you set up and manage your contact database. Segmentation refers to grouping contacts based on similar traits. This is to provide customers with relevant content. Here are some benefits.

It improves subscriber engagement with email, increases revenue, reduces unsubscribes, enables lead nurturing, and is super simple to put in place. It’s easy to see it as an individual recipient. Do you like receiving emails that contain information that is relevant to the products you are interested in, and do you love getting sales opportunities? Yeah? Yes, you will. These are your most important emails. You probably will stop opening generic emails that don’t relate to you.

We’ll now discuss what information and attributes you can get about subscribers so that they receive relevant marketing campaigns. First, gather basic information about your subscribers. For example, their gender if they are interested in gender-specific clothing. What’s their preferred size and what is their average age. How interested are they, for instance, in outdoor activities? Is it fly fishing? Or are they hiking enthusiasts? These groups will want very different types of content.

Which part of the country do they reside? Which zip code is theirs? It can help you determine which locations are closest to them. This can also be helpful if you have brick-and-mortar locations. It will help you to determine their time zone so you know when your best time to send them messages. It is important to identify the job title, branch, or profession. If you know job titles you can modify your message accordingly.

A cmo will write differently to you than a marketing manager. We have time- and date-specific attributes to segment them. You can give them something special, such as a gift or a discount. When was their first purchase made? It might be helpful to include a section for the last time they purchased. Which date were they registered for the loyalty program?

It’s something to be proud of if your loyalty program is already in place. This is when the real magic begins. It is possible to segment your customers based upon their interaction with your emails. This allows you to group contacts based on who opened an email and clicked on the link. You can use all of these to help you segment your contacts. Also, you can look at people who bought products in the past few months. You will be able to identify those who aren’t buying anymore, or start dropping off.

These can all be extremely powerful in segmentation. You now have all of the wonderful information that your contacts can provide you with, but how do you access this data? It doesn’t matter what method you choose to collect it, the key is to communicate the value and benefits to your contacts. They won’t tell you about their birthday, their jobs title or their hobbies unless they understand why and how they are benefiting from it. You can ask them what the value is.

Tell us more about your self and we will make sure that you enjoy our newsletters and email campaigns even more. This could mean that they are receiving something in return for their information. Let’s talk more about this in a second. Now let’s consider where you can find this information. It’s on your website. You can ask for their email addresses when they sign up to your newsletter. But, only the email address is mandatory. We’ll be discussing this more in the videos.

It’s important to have this information for the moment. You can also ask your subscribers for their personal information. Ask them how often you want your newsletter to be delivered. Ask them what topics interest them. Again.

Keep added value in your mind. They get what they can from sharing this information. There are many ways to have some fun. You can also do quizzes through your website. We’ll ask you what you want and tell you if your a hufflepuff, or a gryffindor. This is a great way to meet people and give them some fun results.

There are also sweepstakes that you can host at the end. You can use this to increase your subscriber count and learn more about your subscribers. Fill out your profile to win an opportunity to enter the industry sweepstakes. Take a trip, win a car and go to Disneyland. You can do something even smaller. Offering gated content is great for lead generation and customer relationship building.

We need your information to create this ebook. It includes the email address as well as any attributes fields. You can still use gdpr as long you’re clear about the fact that they are receiving data in return for their gated content. You should be concerned that your personal data is being treated as a currency. If this is the case, you are saying that you have given us personal information in exchange for this ebook. Your newsletters, or other campaigns can help you get to know people better. Your welcome email should contain information regarding them.

This is one of your most popular campaigns. You can ask your recipients to update their information or embed a survey into your welcome emails where they can review certain attributes. It’s also possible to send them reminder emails, or to let them know that you are going to be doing a Get to Know You campaign. With all these options, you need to tell them exactly what you want and not simply asking them if you’d like your data. You need to be clear with them about their needs. They will then give you all the details. It is important to properly segment the data.

Let’s wrap up this module about segmentation. I would like to share some real examples of segmented emails. This is how it works. There are tons of attributes that I have to save, so I need to send lots of emails. This doesn’t need to be complicated. You can make minor changes.

For example, suppose you own a pet-friendly chain. Your job is to make content. Dynamic components can be used within individual campaigns. One thing you should know about dynamic blocks: You can have one email with multiple dynamic blocks. The email will display very differently depending upon the recipient. So, for example, the kitten lovers will receive the email with information about cats and the dog lovers the email with content about dogs. Sign up forms, automation workflows and other tools can be used to assign contact to specific segments after they have registered via an appropriate signup form. Let’s take this as an example. You have a checklist of protected content for new puppies for anyone who completes the form.

It’s clear that they are very interested in dogs. You can create an automation step to tell them that if they submit this form they will add them to your list of dog owners. To set up segmented emails, you can use automation workflows. You can then send follow-up email to contacts based on what they click and opened. You can then go back to our example with gated content for checklists about puppies. If they don’t open the email within three days, you can remind them by email. You don’t want that checklist about a puppy.

These are three examples. You have many options to make sure your contacts are receiving the correct information they need at the appropriate time.
 

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