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Increasing relevance in email marketing – Segmenting beyond Demographics!

To keep up with the ever-maturing ways of personalized email marketing, the means of deciding relevance i.e. segmentation of subscribers – needs undivided attention. Demographics is one of the strongest basis of segmenting; however, with all the businesses resorting to the same, it gets difficult to be able to differentiate your mails in the inundated inboxes.

That is where we need to take up various combinations of demographic factors with subscriber’s online behavior to be able to vent out the most from your personalized email marketing efforts. Consumers almost never act on emails outside of their limited windows of time, and it is time we leverage the fact; to not miss out on sales just because your emails do not reach them at the right time!

This post goes beyond resorting to basic demographic segmentation, towards various other ways to segment and target for more relevant emails; as implementing a personalized email solution allows each customer to interact at their preferred time of the day. The same is backed by exemplary stats from Simple relevance’s survey on the subject; with insights on how this approach could be of help to email marketing campaigns! Let us take a look at a few such examples..

  1. GENDER & EMAIL OPEN FREQUENCY

GENDER & EMAIL OPEN FREQUENCY

According to the survey, men are likely to open email up to 21 times per day at an average of 8 times a day. Women opened email during as many as 23 times per day with an average of 7 times a day.  While both genders open email regularly throughout the day, relevant content and individualized timing drive engagement and entice customers to click through. Also since such high email open times are observed, subscribers who have permitted to receive emails for twice in a day may be targeted as well. This would make it difficult to miss on reading both the emails!

2. GENDER & OPEN TIME SLOTS

GENDER & OPEN TIME SLOTS

The survey reports, men click more frequently in the early morning; from 4 AM until 9 AM where as women click more frequently in the afternoon to evening; from 10 AM until 9 PM. Looking at the stats, it is advisable to schedule email campaigns at time slots between 9 to 10.30 AM when both the genders open emails at an all-time high of the day.

3. CLICK HOURS PER DAY

Click hours per day

The survey states that 62% of customers only had 1 hour per day in which they preferred to click through an email message, digest its content and potentially make a purchase. If marketers can gauge that one active hour for all its subscribers and automate emails as per the respective click hours, conversion rates can easily soar high.

4. EARNINGS TO TIME OF THE DAY OPEN

EARNINGS TO TIME OF THE DAY OPEN

As stated in the survey, people earning $150,000 or more are more likely to click in the early morning from 5 AM until 8 AM, while people earning $75,000 or less are more active from 9 AM until 8 PM. Products that are more likely to be affordable in relation to income groups must be targeted according to the email open time slots and income brackets both. Relevance & personalization is the new way to go about email marketing.

In addition to gender and income, time of day can be further optimized by incorporating purchase history, age, household composition, etc.  Give an edge to your email marketing campaigns by utilizing similar stats for your business as showcased above; for increased relevance and there by ROIs! 🙂

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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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