Monday 05 June, 2017

6 Ideas for Segmenting Your Email List

Email marketing programs have features that allow you to segment your list and this is a great feature to take advantage of. You can segment your list to offer each subscriber only the offers and content they want. This makes your marketing better targeted and it brings better results.

There are a gazillion ways to segment your list, but here are six that are quite common.

Loyalty

Create a separate list for your best customers. These are the ones that have bought the most from you in the past, your most valued list subscribers. Offer these subscribers great discounts and deals, as well as generous freebies, as a way of saying thanks for patronizing you. You can also offer high-ticket items to this segment since they’re the most likely to buy.

Location

If people in certain areas have different needs, segment your list by geographic location. You can then tailor your marketing to these specific areas. For example, people in snowy areas need different products than those who live by the beach. You may spice up your content with references to local areas or mention local businesses. If you hold offline events, you can make announcements only to those who could actually attend. Cutting down on irrelevant messages is a good way to keep your list staying tuned.

Lost Shoppers

If your metrics show who abandons their carts, you can use this to segment your list. Create special messages or offers for those who get lost in your ecommerce store and never quite make it through checkout. These are people who gave up at the last minute for some reason and may need a little incentive to get them to buy.

Topics of Interest

You can segment your list and offer content tailored to the interests of your list subscribers. For example, if you’re a writer and marketer, create two lists. One is for writers and the other is for marketers. You can then offer each only the content they’ll find helpful. A good way to do this segmenting is by offering several freebie opt-in gifts in different topics, and then segment as they join.

Demographics

Take any specific demographic and use it to segment your list. You can segment by age, gender, family situation, economic status, occupation, industry, or any other demographic you can collect. You can then make offers tailored to that demographic. It’s best not to ask for a lot of demographic information when subscribers sign up, but you can do surveys to your email list once they’ve subscribed.

Influencers

Finally, if you can identify customers that are influential to others, you can make segmented lists of key influencers. These are people you know will tell others about your products, so give them free samples. Send them content and encourage them to share it.

What would make your list more targeted? Do you offer certain types of content or offers that might appear to a specific group? Take the ideas you come up with and see if you can segment.

Bob Steele

Bob Steele

Bob Steele is an entrepreneur, software developer, marketer, and author living in the Denver metropolitan area. He’s an avid outdoorsman who loves skiing, hiking, fishing, boating, and just plain having fun. His interests include games, space, technology, physics, cooking (well eating actually), economics, business, internationalism, and team sports. With over thirty years of professional consulting experience, Bob has been exposed to many diverse business models and has gained a sensible approach to life. Bob’s company, WaveCentric is focused on commerce, marketing, and entertainment related products.

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