February 18, 2013
Customers like feeling special, like they are getting something different and better than everyone else in the world. It’s because of this that companies have steered towards personalized email, using customer names within their newsletters. E-mail segmentation appeals to clients as well as the industry itself as it sends certain information to the direct market it’s made for. By using segmentation, the customer retention rates grow as the sender understands the interests and needs of the consumer. These are some examples of e-mail segmentation companies can use to their advantage.
Source segmentation is the most straight-forward track as it tracks where and how you met your customer. By analyzing location, interests and analytics, you can check what information to send them through e-mail. If the client went to a page about web design on your site, you can send him offers you have or articles about web-design that your company comes across. This method brings consumers and marketeers closer as they show a shared interest, which makes customers feel closer to the business.
Geographic segmentation relates to the sales and trends of an area. If you are advertising heavy coats, you can weed out an audience in a hot area such as California or Las Vegas as they won’t have a need for your product. Send them e-mails about bathing suits or shorts instead and the customer retention will significantly grow. When people receive e-mails that do not pertain to them at all, they feel like another number in the world that you are trying to advertise to. Don’t make people feel that way and only send things that matter to them.
Role-based segmentation is great for B2B marketing. By sending e-mails to customers of a specific role such as sending new Photoshop information to the designer of a company will be more successful than sending it to the technician. This method is effective because more views and downloads will occur if what you have to offer will affect them, especially in regards to their jobs.
Content-interest segmentation separates existing customers from new ones. Existing recipients have more knowledge and information about your product and offers beforehand wouldn’t need a “starter guide” and would enjoy having “exclusive member access” to parts of your website. By differentiating these types of consumers, that “special” appeal is preserved and “click-through rates” will increase and lead to more conversions.
By building up several e-mail lists, each customer will receive e-mails that are relevant to their lives. Though there is no “correct” way to segment your e-mail list, each of these ways have an advantage in their own way. Just like all marketing techniques, e-mail segmentation requires testing. By experimenting through these different segmentations, your business will find the most ideal way to reach out to your audience.