How to Segment Your Email Database in 5 Stepsby QArea Team on April 10, 2014
Email marketing gives you an opportunity to speak one-to-one with your audience which is a unique facility. To really customize your message and get the largest ROI, the building and maintaining of sophisticated intelligence on your customers is needed.
If your intention is to convert the email readers to your paying customers, the first essential thing for you is database segmentation. Segmentation is dividing the email list into the groups so that to target your emails to each one.
- Identify the Target Markets
Detailed and close understanding of your target customer is the root of your email marketing success. For this, you need to mine the information about purchasing patterns, social media and email marketing engagement, browsing patterns, propensities and their online choices. For a start, it’s essential to exactly identify and document who you target audience is. Once you learn this, you can explore the database and decide which market each of your subscribers belongs to.
- Examine the Subscribers’ Behavior
An effective segmentation means is to separate active subscribers from inactive ones. The inactive subscribers who don’t open, respond or engage with your emails otherwise for a long time need to get interested about your business once again. You can prepare emails especially for such people with some special offers and compelling content for them to return. Similarly, you may target emails with thanks to customers for loyalty and offer some exclusive deals to your active subscribers.
- Carefully Personalize Offers
To personalize your campaigns, look at such things as your subscribers’ used emails, their sources that got them to your list and their location. If possible, also check out their previous purchases on your store. This data can be used to effectively segment the emails and provide your customers with a really personalized experience.
- Monitor On-Site Behavior
Marketing Automation will let you track the content the subscribers look at during some time, and then allow for getting an idea of your subscribers’ interests. Simply have a look at the content on your site which gets people clicking in order to then segment the email list based on this.
- Start Small
The idea of email segmentation may seem overwhelming if your subscriber list is large. If it is so, start small. rather than trying to segment each subscriber perfectly, begin with one major factor you think influences the customers’ choices. It can be segmentation by gender, age, location or some other basic demographic just to jump-start the segmentation campaign.
Finally, the most important about your segmentation campaign is not to stop where you are. Keep evaluating the analytics and your subscriber base in order to be able to refine your campaign further on and target the emails towards those people who will benefit from them the most.
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