How To Segment Your Audience For
Highly Targeted Email Campaigns
Email marketing isn’t going anywhere anytime soon, and learning how to work with it rather than against it is the key to success. If you haven’t nailed email marketing just yet and you’re not sure where you’re going wrong, the secret is effective audience segmentation.
This guide will take you through everything you need to know about email segmentation, why you need to be doing it and how you can segment your audience for the best results.
First Up, What Is Email Segmentation?
Email segmentation is exactly what it sounds like. Essentially, it’s dividing your audience into groups so that you can better target them. In short, you break your audience into groups based on factors like demographics, interests, and behaviors and then send them the most relevant information for the best results.
When it comes to email segmentation, you can divide your groups into as large or as small groups as you like. You could segment based on something as broad as people who have ordered from you before or as individuals in a specific area who joined your mailing list in the last week.
The general rule of thumb, though, is that you should try to be as direct as possible (without wasting too much time) so that you can accurately target content that will resonate best with your recipients.
Why Should You Be Implementing Email Segmentation?
Email segmentation is crucial for many businesses. If you’re still debating whether email segmentation is worth it, it might be a good idea to speak to a Klayvio email marketing expert to find out more about the benefits. In the meantime, though, these are some of the benefits of email segmentation that may sway you to implement it in your strategy.
- Increase open rates
- Increase click-through rates
- Increase ROI
- Increase conversion rates
- Decrease unsubscribers
- Improves deliverability and avoids spam filters
No one likes receiving the same old emails they’re getting sent from every other brand, so personlizing your email campaign means better value for the recipient and more value for your business.
Ensuring your emails are relevant, interesting and actually valuable for your customers means that you have subscribers for longer and can turn one-time shoppers into loyal, repeat customers.
How To Effectively Segment Your Audience
There are a few different ways you can go about effective email segmentation. These are some of the most popular ways businesses segment their audience for the most effective targeting possible.
1. Demographics
Demographic segmentation is one of the most common ways to segment your audience, and it includes segmenting by a number of factors. These factors include characteristics that are personal to your customer, this could be gender identity, age, the area they live, their job, their salary and a range of other factors.
Demographic segmentation is quite broad and allows you to group your customers quickly and easily without having to be too niche.
2. Behaviors
Behavioral segmentation is also quite popular, this involves segmenting customers based on why and how they’re shopping with you. This allows you to send them relevant email marketing based on their specific behavior. You can use their purchase history, what they click on and if they prefer shopping online or in-store to guide your emails and tailor them to specific audience behaviors.
3. Funnel Stage
You can segment your subscribers based on where they are in the funnel for really great results. You can do this by determining where in the pipeline your customers are and supplying them with emails based on that.
This could be to raise awareness, encourage them to buy if they’re in the consideration stage, and encourage retention once they’ve made a purchase with you.
4. Abandoned Cart
Abandoned cart emails are in a class of their own when it comes to email segmentation. This allows you to send your products to customers that they’ve left in their cart at just the right time to encourage them to make the plunge and purchase.
This segment is generally going to be pretty big as it’s super common for customers to add things to their carts and not purchase them, but having a segment for abandoned carts is crucial if you want to turn potential customers into actual customers.
