Are you sending out targeted promotional emails to your members? Do you grab their attention with effective email marketing campaigns?
There’s obviously a huge difference between sending out mass email to the entire list and mailing out custom-tailored messages that match specific preferences.
“The key to making your email marketing messages as effective as possible comes “segmenting” your list – that is, breaking your general lists down into smaller groups in order to send out more tailored messages.” [Source: Search Engine Journal]
Before we go into the 3-step process that will help you segment your email list and get your subscribers’ attention, let’s have a quick review with Denise Moreno from Facebook Developers – Email Marketing Best Practices:
3 Steps to Sending out Effective Email Marketing Campaigns that Will Grab the Attention of Your Subscribers
Here’s what Search Engine Journal had to say recently about list segmentation…
Step #1 – Learn how your email marketing program handles list segmentation
As long as you’re working with a reputable email management program, you should have access to a list segmentation option that allows you to form small groups of subscribers within your main list.
In the popular GetResponse program, for example, creating a list segment is as simple as navigating to the “Search Contacts” tab and defining the characteristics that will be used to create the new group:
To learn more about how to segment your list, visit your email management company’s “Help” section and search for instructions on segmentation. As nearly all reputable list providers offer this service, you shouldn’t have trouble finding the information needed to segment your list (though a message to your company’s customer support team can help to clear up any questions that arise).
Step #2 – Break your list down into popular segments
So now that you know how to create a list, what kinds of segments should you create? In fact, your opportunities are pretty endless…
For starters, why not try creating any of the following list segments?
Depending on how wide-reaching your market is, you might find it helpful to create geographically-specific list segments in order to tailor your promotions to local language or events. Say, for example, that you reach customers nationwide and want to offer Super Bowl promotions to subscribers who live near one of the competing teams. By segmenting your list according to geography, you’ll be able to send compelling, highly-targeted messages to the sports fans in your network.
If you rely on one main list to encompass all of your subscribers, you’ll likely have people who have never purchased from you, those who have picked up a product or two and others who have acted on every single offer you’ve sent out in the mix. In this case, consider creating a list segment that targets subscribers your top buyers and offers them special promotions that reward their loyalty. Doing so can be a great way to cement the relationship between your best customers and your brand. […]
As with purchase histories, you’ll likely find that some list subscribers open every message you send out, while others drop every one of your emails into their digital recycle bins. Why not take a second to reward your most loyal readers? Compile them into a list segment and then offer them special “VIP” bonuses to demonstrate how much you appreciate their continued support. […]
In addition, keep in mind that the types of segments you’re able to create will depend in large part on the types of information you’ve collected on your subscribers. If all your opt-in form gathers is a name and email address, for example, you may not be able to create the kinds of detailed segments that ecommerce merchants with fully-integrated list management systems can devise.
Step #3 – Customize messages by segment and track the results
Once you’ve created your segments, don’t just let them sit idle in your account! The whole point of creating email list segments is so that you can send highly-tailored messages to your subscribers, so take a few minutes to set up some customized broadcasts in order to test drive your new segmentation features.
After these messages go out, be sure to track the results you receive. You’ll likely find that some email list segments respond better to tailored promotions than others, so carefully track your open rates, click-through rates and eventual email-related purchases to determine which of your segments perform best. Build on this data with different list segments and future messages in order to make your email marketing campaigns as successful as possible.
To be able to segment your list and send out highly targeted emails you’ll need a few more information from your subscribers. There’s not much you can do with an email address or a name, hence the importance of asking for more data right upfront – when people opt-in.
The more information you ask upfront the lower the opt-in rate and the higher the ‘interest’ rate. What do I mean by that? Well, if a customer is willing to share more information about himself and his business when signing up (eg. phone number, country, number of employees etc.) he is more likely to want to do business with you.
The more information you have, the better you can segment your list and serve your subscribers!
What are you willing to do in order to get more out of your subscribers’ list? What other powerful ways are you applying to enhance the effectiveness of your current email marketing campaigns?