Segmenting your email list

When it comes email marketing, a one size fits all solution is no solution at all.

A robust marketing strategy needs a well-defined target audience, and for email marketing, list segmentation is the best tool for dividing a firm’s client base and defining the perfect audience.

Segmenting email lists helps firms put the right message in front of an audience who is most likely to relate and respond.

Segmentation offers the ability to divide a firm’s email list into different sub-groups. For small firms, this works well when it comes to sending campaigns about particular services or promotions.

It gives firms the chance to reach clients who are most likely to engage with the email and sets them up to convert into a purchase.

There are many ways to implement email segmentation. Creating a list of a firm’s most loyal clients and sending them exclusive discount codes is one such way. For clients who don’t interact with an original email, adding them to a follow-up campaign is another. Other common ways to segment a list include:

Geographic region

Segmenting a list based on where clients are located is one of the most conventional methods because it gives firms the opportunity to communicate with clients based on where they are. This approach is especially valuable for those firms who have clients nationwide or in other countries.

Client behaviour

Another common way of segmenting lists is to examine the behavior of clients and divide the list based on those who took action and those who did not. This could be a list of readers and non-readers or clients who opened an email but didn’t click on any links.

Level of interest in your firm

Segmenting a list based on clients’ level of interest in your firm has grown in popularity because it allows firms to organise lists based on clients’ level of interest in their services or brand, allowing for an organised, clean contact database.

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