Using Segmentation to Optimize Email Campaigns

How many unread advertising emails reside in your spam? According to the Data & Marketing Association (DMA), simply 13% of individuals say over half the emails they obtain are helpful.

Despite this (fairly bleak) statistic, electronic mail advertising remains to be an efficient channel to nurture leads and improve conversions, producing one of many highest returns on investment—$36 for each greenback spent. It’s no marvel that 81% of B2B entrepreneurs say their most used type of content material advertising is electronic mail newsletters. 

But how will you guarantee your electronic mail communications don’t fall on deaf ears? 

As a trusted Hubspot and Klaviyo associate and one of many high electronic mail advertising companies within the US, SLTC empowers manufacturers to tackle the distinctive wants of their clients by implementing customized electronic mail methods that improve opens, clicks, and conversions. We have meticulously examined and optimized hundreds of campaigns, yearly sending over a million for manufacturers in eCommerce, B2B, Health & wellness manufacturers, and extra. 

Our principal takeaway? Whether you’re working campaigns targeted on model consciousness, lead technology, or conversions, segmenting your viewers and delivering focused content material primarily based on demographics, pursuits, and behaviors will get your emails out of the trash and maintain clients wanting extra. 

Segmentation makes use of a shared trait amongst a gaggle of contacts, whereas personalization customizes content material for every particular person contact. For instance, utilizing segmentation you would possibly goal everybody who has purchased an merchandise with an electronic mail selling different related merchandise. However, you might personalize this marketing campaign on a person stage through the use of every contact’s buy historical past to share suggestions distinctive to them. 

Why Segmentation Works 

In a world the place know-how continues to affect practically each side of our private {and professional} lives, customers have come to anticipate customized content material that’s related to their tastes and desires.

Segmenting your contact checklist to goal teams of individuals at particular levels within the buyer journey permits you to ship content material that caters to every group’s distinct triggers, driving them to make a purchase order or full the specified motion.

The outcomes will be astonishing. Marketers who used segmented campaigns famous as a lot as a 760% increase in revenue. 

How to Segment

The intricacies of viewers information and knowledge can provide seemingly limitless potentialities for segmentation, leaving many small enterprise homeowners feeling overwhelmed and not sure of the place to begin. Our recommendation? Keep it easy.

The forms of segmentation you prioritize will range relying on the business, services and products you supply, and present objectives for your small business. Start with the fundamentals by contemplating demographics, the shopper journey, pursuits, location, conduct, and engagement. 

Demographics 

This is the most typical kind of segmentation utilized by entrepreneurs. Information resembling age, revenue, gender, schooling, and employment are all demographics that can be utilized to phase your subscriber checklist.

By creating purchaser personas to your best buyer, you may personalize the messaging, content material, and formatting of your marketing campaign to improve engagement and conversions.

For occasion, when implementing electronic mail campaigns for Betsy & Adam, a proper gown model primarily based in NYC, SLTC created segments primarily based on age, schooling, and extra to ship related content material and drive gross sales for promenade, homecoming, commencement, and sorority formals. 

Abandon Cart Flows 

Tired of seeing deserted carts in your on-line store? You’re not alone. In 2021, virtually 80% of online shopping carts were abandoned. Re-engaging these guests with a succinct, customized electronic mail might help you recuperate a 3rd of those in any other case misplaced gross sales. 

SLTC used Klaviyo to phase 41,000 of The Dogists’ subscribers to ship related messaging throughout the buyer’s present shopping for stage. Automated deserted electronic mail flows can be triggered when a shopper seen a product after which closed their browser, whereas a distinct movement providing an incentive for buy can be triggered when a shopper added a product to a cart earlier than exiting.

Similarly, welcome and thanks flows strengthened the group and model identification of The Dogist, increasing the lifecycle of every particular person buyer by making them really feel seen and appreciated. 

Interests and Needs 

When was the final time a model requested you about your pursuits and values? Surveys and quizzes are extremely efficient methods for gathering psychographic information in your clients, permitting you to leverage customized content material primarily based on their preferences, ache factors, motivations, and triggers. 

Location 

Location-based segmentation is a generally used technique in electronic mail advertising. This is very true for companies that depend on location to drive buying selections. Geographical information can be utilized to ship details about location-based occasions, presents from native shops, or ship content material within the time zone of the subscribers. 

Buyer Behavior

Tracking shopper conduct in your web site might help you are taking segmentation and personalization to the following stage. Behavioral information resembling previous purchases, common spending, and different buying habits permits you to create dynamic content material that’s tailor-made to your buyer’s tastes. Recommending the right equipment for a brand new outfit somebody bought, establishing reminder emails for 

merchandise that they purchase often, or providing low cost codes to consumers who solely purchase off the sale rack will encourage them to maintain shopping for from you. 

Engagement 

How usually are folks interacting together with your content material? Segmenting contacts primarily based on open charges and click-through charges permits you to ship focused follow-ups. Reward actively engaged customers with unique gross sales, occasions, or new options.

Inactive customers or new subscribers would possibly want extra details about your model or merchandise. A/B testing your electronic mail topic line might help you optimize copy and improve your open charge over time. 

Harness the Power of Email Marketing

There isn’t any denying that electronic mail segmentation is the best way to personalize emails and newsletters and ship focused content material that speaks to your electronic mail subscribers.

Email segmentation doesn’t have to be difficult. You can kickstart your electronic mail technique right this moment by contacting SLTC, a confirmed progress associate, to enable you ship sturdy and efficient electronic mail campaigns that shield and develop your first-party information right this moment!