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List segmentation is getting personal. What ‘personalization’ is with regards to list segmentation is sending a targeted email to a targeted segmented list to boost/maintain your opens, engagements, and keep your customers interested in what your business has to offer. Personal shoppers are in the same hemisphere of this idea. For example, as a typical American male, working and taking care of a family. When I see an email targeted to males, family life, etc. I will be more likely to open that email, instead of for instance, one for female clothes. It’s the personal touch, the knowing of the customer enough to offer relevant content.

Using list segmentation in this way is more likely to capture the attention of the email user and get your business’ email, out of many, opened. With the growing use of big data, it is easier than ever to ‘know’ your customers. This knowledge of gender, age, location, or past behavior can be used to offer relevant, targeted emails to your customers.

Personalization in this respect, catches the recipients attention. Let’s say you are an average consumer on an average Monday morning, checking your emails before work and you have 20 or more unopened. What does the consumer do? They prioritize. They will scan down the list for content of interest. The only email that will actually be opened or engaged with, will be the ones that catch their attention in some way, shape, or form. If your email is too generic and has no relevant content that pertains to them specifically, you may be wasting your time and money.

The goal is to have them open the email and hopefully read and interact. List segmentation is used to offer targeted, relevant content which can be that little something extra that makes the consumer open your email.

“segmented emails had a 14% higher open rate and 15% more clicks on links in emails”Business2Community

Segmenting really allows you to be specific and targeted with your campaigns. Have you ever heard the saying, ‘you can please some of the people some of the time but all of the people none of the time.’ This is what I’m getting at. Trying to please everyone isn’t gonna work, your emails will be too generic and not focused, most likely ending up in the spam folder or by losing a subscriber.

Effective marketing isn’t always an easy proposition but with list segmentation you have a higher chance of reaping the rewards in your marketing campaigns. Get ‘personal’ and focused using list segmentation to produce higher click-through rates, better deliverability, and generate more revenue.

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Following up  on our previous blog post about list segmentation, we just released a new Elite Email TV episode titled “What Are Interest Groups?”

This is the first of many new episodes that we’ll be posting.

The idea behind this learning series is to show you exactly how to use Elite Email in the best (and easiest!) way possible.

Instead of having to read documentation or help files, you can simply put up your feet, watch the video, and moments later you are an expert.

These videos might not win any Academy Awards (…or will they?!), but they should put anyone on the fast track to becoming a true email marketing guru.

All the videos are in HD (up to 1080p… because we’re cool like that!) and have closed captions just so that it is accessible to everyone.

This specific video covers the concept of list segmentation, how to create interest groups, rename them, delete them and more.

 

The more targeted your list, the better your results. It’s that simple of a concept.

Some emails that you’ll send will target everyone, like a Holiday card or a ‘what’s new with us’ message.

However, in many cases your emails only need to be sent to a specific segment of your mailing list, and sending it to your entire list is not going to generate the results you’re hoping for.

If you send emails that are not pertaining to your contacts, you are taking the risk of them unsubscribing or marking it as spam.

Since those are obviously not the results you are striving for, taking this approach runs the risk of being counterproductive to your overall email marketing strategy.

By having segmented lists; either by products they buy, their gender, age, or even past promotions they’ve used, etc,  you will have a much better feel of how your campaigns are doing.

Even better, as you’re targeting just those people that will be interested, your engagement will be much higher and your ROI [Return on Investment] will be better than ever.

For example; if you own a clothing store and you’re having a sale on woman’s clothes, you may not want to send that email to your male customers. They may not understand why they received an email promoting the latest women fashions, and they may opt-out of your mailing list.

If that happens and then a month down the road you decide to have a sale on men’s clothes, you have now lost potential repeat customers because they previously unsubscribed.

On the flip side; if you only send the email to your female customers, you know everyone on the list will be interested, and you’ll see a much higher response rate.

In addition, since you only sent the email to your female customers, you haven’t alienated any of your male customers so they are ready to receive your next male-centric promotion.

By segmenting your lists and sending targeted emails, you’ll be essentially speaking directly to your customers with the right message that meets their needs, which will boost engagement and increase sales!

Within Elite Email you can create unlimited interest groups so you can segment your list is as many ways as you would like.

© 2013 Elite Email Inc. Blog Admin