Email segmentation is a crucial marketing strategy that can increase your email open rates by 203%. As per the HubSpot report, “B2B marketers who utilize segmented campaigns can witness around 760% increase in revenue.”
Your targeted customers are not all the same. Some will respond to your promotional email campaigns and follow your lead magnets; however, the majority want something more like education and value.
The more value you offer to your subscribers, the more responsive they’ll become. And, they open your emails, see lead magnets, and click on the links. Voile!
But, if you don’t know email segmentation strategies or don’t have well-segmented data yet, then simply consider your inbox.
Which emails do you generally open? With random stuff written in them, or the ones that offer something you want? Well, this is exactly what email segmentation means, targeting the right list for marketing the right things to the most receptive people. B2B data providers like LeadsProspex can help you get that segmented B2B data easily so that you can quickly achieve your marketing goals.
As per the DMA report, around 77% of email marketing revenue comes from segmented, well-targeted, and triggered campaigns. Now that you understand how important segmentation is, the next question is how to do it most effectively?
There are various strategies, and they may work in certain conditions. But, in this blog, we will understand how to grow your segmented email campaigns. Let’s take a look.
Geographic Segmentation
A geographic segment helps in sales territory mapping. This segment will include the locations of customers and a company’s brick-and-mortar buildings.
An organization can appoint representatives to work on sales from specific regions.
They solely operating online can use geographic customer data to deliver excellent campaigns to overseas customers.
Examples of geographic segmentation characteristics include:
- Location, i.e., region, country, city
- Time zone
- Language
- Climate
- Population
Uses:
Geographic segments help promote store-specific information for physical retail locations, target particular markets, and exclude out-of-towners from messages that won’t be relevant to them.
Demographic Segmentation
These days, people of all ages have access to the Internet, especially on mobile, meaning you could be emailing a college student, a child, or even a retiree. Think twice before sending your email because you never know who receive it. Understanding the age of your prospects can ensure that you will remove those from your list who are not your target audience.
Examples of demographic segmentation characteristics include:
- Sex
- Gender
- Income
- Family/relationship status
- Age
Segmenting by gender can be extremely useful for retailers that sell a broad range of special products geared towards a particular gender. But, this criterion should be utilized together with other data types, such as geography or age.
Psychographic Segmentation
A psychographic segment focus on psychological traits that can affect a customer’s behavior and consumption habits.
Here are some examples that show characteristics of psychographic segmentation include:
- Lifestyle
- Personal values
- Social status
- Habits
- Activities and interests
Segment as per Buying Behavior
If some of your email subscribers have purchased from you in the past, use that data to send them new emails catered and targeted to their specific interests and buying habits. In such emails, you can further add some featured products or special discounts based on their past purchases or viewing/searching habits.
But, how can you get the purchase interests of your target audience if they haven’t purchased anything from you yet? Does it sound impossible?
No. Simply ask your subscribers! Create intuitive yet useful surveys offering some incentives or rewards to your target audiences, such as discounts or coupon codes, in exchange for valuable information.
Another excellent idea is to segment your email list based on how frequently someone purchases. This strategy can give you a chance to reward your frequent customers with an invitation to a loyalty program and provide incentives for those who’ve purchased only once.
How do customers come to you? Weekly, monthly, yearly, or quarterly? Or maybe your company has seasonality trends such as spring and fall purchases? When you segment your email list based on a purchase cycle, it can ensure that you are sending an email with an attractive offer at the right time and to the right person.
Segment According to the Engagement time
Every B2B marketer has faced this situation once in his life. You’re on the edge of losing a considerable amount of subscribers until you take things in another direction with recovery efforts. Retention is not just something you do; it’s something you actually maintain.
So at the point when you have a large number of subscribers like dozens or even hundreds who have just returned to your list after a long period of absence, try to keep them into a segment of their own to make it simpler for you to get reacquainted.
Uses:
If you’ve many individuals who were ideal for varying lengths of time, then you can even separate them up into different segments and show each one what they’ve missed. Those who have been away for the longest time may require a more detailed update series, while those who have just drifted off for a little are only due for a bit of refresher. Either way, it’s a wonderful chance to get new sales opportunities, even on older products.
It shows that, even in specific segments like these, there is still room for precision and personalization in the content you send out.
Why is Email Segmentation So Valuable?
In 2020, users sent approximately 306 billion emails across the world. An email has remained the primary source of communication between consumers and businesses, even with the slew of available new and versatile communication tools.
B2B studies found that around 81% of respondents believed that email effectively drives conversions later in their funnels.
The pros of email marketing and email segmentation have been proven repeatedly, as evidenced by the graph below.
However, research demonstrates that 72% of consumers engage only with personalized messages. So what’s the real solution?
As email segmentation focus on relevant messaging to consumers, marketers that segment their email campaigns have already seen a boost of about 760% in revenue for their organization. Email segmentation can make your email marketing campaign more impactful.
Below are a couple of reasons why segmented triggered campaigns could work for you.
Stand Out from the Competition
Using segmentation, sales representatives can know unique differences among their customers and email contact lists. Discerning the right segments will make it easier to tailor content to targeted groups.
As an organization, you can address specific contact needs. The final result is that your business will be able to offer something unique that the competition lacks.
Increased Customer Retention
It is believed that with customer satisfaction comes customer retention. Email marketing is the most preferred method of boosting retention.
One study revealed that 80% of business professionals believe email marketing increases customer retention. That’s because it enables you to communicate with your customers constantly. A company can add value to its contacts via regular communication even when it isn’t selling to them.
Better Messaging
Email segmentation can help you clearly define the target audience of your marketing campaign. By focusing on the valuable characteristics of a segment, you create specific and relevant messages to the interests of that group.
Significant improvements in email campaign messaging can lead to increased open rates and CTR. With proper segmentation, you can send the right messages to the right people when they actually matter most.
Increased Customer Satisfaction
Customers appreciate businesses that add value to their lives. When you send tailored and personalized content to the right people, you are actually nurturing your contact list.
By disseminating the same content to a vast subscriber list, on the other hand, a company runs the risk of losing some contacts.
Email segmentation boosts the likelihood that you’re providing resourceful and actionable content to the right sort of people.
How to Segment Your Email Subscribers?
To effectively segment your email list, you can either use data quality software or outsource data mining services to a reliable data solution provider like Bizprospex that can ensure the accuracy of your ideal customer’s contacts. Use that list in conjunction with buyer personas and select criteria for each of your segments.
Using several iterations on the four segmentation categories above, decide the types of contacts joining any given segment.
Use Email Software to Segment Email Lists
You can choose any email management software to categorize and segment your email list. For an instant, software like HubSpot’s Marketing Hub or MailChimp works for some companies. However, you might face some issues while segmenting or collecting data, like some missing entries or wrong data.
That’s when the next option comes into the picture. Want to know more? Keep reading…
Collect Contact Data
Once you have picked the criteria for your segmented email list, B2B marketers need to gather data. This will help you categorize members of your email list appropriately.
Different methods of data collection are available for different types of data. Some websites have a name and email address forms, and most websites use cookies for behavioral browsing data.
The most preferred method for collecting contact data is to hire a professional data solution provider like LeadsProspex. We offer top-quality data with your preferred segmented criteria like name, title, company, phone, address, Pincode, etc.
Our stringent adherence to highly personalized, manual, and multi-layer verification methods has enabled us to deliver services that can propel companies along their path toward growth and sales.
“According to Yu Sang Chang and George Labovitz’s 1-10-100 rule, it costs only $1 if businesses choose data mining services proactively. Once the high-quality data has entered the system and work well with the processes, it might cost them $10, and if they choose to do nothing, it may result in losses worth $100.”
By understanding what your company’s needs are, we’re prepared to bring you solutions that genuinely make a difference.
Take the guesswork and noise out of generating B2B leads and cut the clutter with proven Jobs Data, Email Address Validation, Email Appending, Email Extraction, Bulk Email verification, Web Data Mining, Skip Tracing, CRM Cleaning, Data Appending, Data Analytics, Data Tabulation, Data Validation services from LeadsProspex!
Reach out to our Data experts today!