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Email List Segmentation – It’s about distinguishing oranges and apples!

Category : Email Marketing

Email list building is one of the most challenging exercises. You can blend various online and offline list building techniques and ensure your email list to remain hygienic. However, segmenting the email list to deliver optimum results is even more intriguing.

Here are a few ways; you can segment your email list and differentiate apples from oranges:

  1. Segmentation based on the gender, age, income, occupation and interest areas.
  2. Segmentation based on geographic location, previous purchases, buying behaviour, frequency of purchases, type of product/service preferences.
  3. Segmentation based on preference centers like daily, weekly, monthly subscribers.
  4. Segmentation based on the kind of content preferred to be delivered: Ego. Whitepapers, Case studies, Infographics etc.
  5. Segmentation based on relationship with the customers like a prospect, existing customer, previous customer.

Here are a few steps to start with:

– Identify a key attribute to start with the segmentation process. What is it that matters the most to you while fragmenting your email list. It can be through subscriber IP, Country, Phone or anything stated above.

– Set a clear objective and end result before picking up the data. Make sure you have your goals matching with the segmentation technique. Segment a list selectively based on pragmatic anticipation of the campaign results. Go back to the past experience and create more targeted emails with calls to action that are direct and matching your campaign strategy.

– Personalize and try to segment on one to one basis. Collect as much information as you can for particular customer and try to deliver personalized value through the campaign. The more information you can collect, the more is the personalization possible within an email campaign.

Before you go ahead,

Email Frequency dominates the right list!

Ridiculously more relevant segmented campaigns can also receive more unsubscribe because of the excessive email frequency. Hence, while you personalize and segment your list accurately; also take into consideration design best practices, email frequency and timing.

Segmentation is a continuous process!

Moreover, while you send a segmented campaign analyze the results and ensure that you furthermore segment and classify the list based on open, responses and non-responders. There are attractive ways to send an email to the non-responders, as we had talked in one of our earlier posts. Sending an email over and over to the same subscriber might lead to poor domain reputation.

Individual and Group behaviour differs!

Don’t assume the behaviour of persons in the same age group to be similar. If you are planning to schedule a campaign for elderly, don’t think to bypass responsive email design thinking that elderly use big button phones and less of smart phones.

Collect information wisely!

While collecting information for the segmentation, do not pass over the simplicity of capturing information. The downside of collecting a lot of information is filling up a lot of details, to be straight face. Provide a communication preference center with abilities to fill information through drop down selection or ticking the radio buttons out.

Summing up, email list segmentation is just like selecting apples over oranges and vice versa. Ensure that you do a lot of brainstorming before segmenting your email list. Better the list, the better the segmentation, more the opens and click throughs.

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Kevin George
Kevin is the Head of Marketing at EmailMonks, one of the fastest growing email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers, and enjoys sharing his thoughts on the latest email marketing best practices at EmailMonks Blog.

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