Benefits of List Segmentation

In today’s world, consumers are wearier than ever when it comes to emails from companies and organizations. You might hear people talk about the subject and say something along the lines of, “I never read emails from companies, I just delete them.” This is true for many people as they are so used to getting spammy emails from companies where they may of never even signed up for the email list in the first place. When marketing your business via email marketing, you have an opportunity to change this narrative.

Grow Your List Organically

The first step to proper email list segmentation is to make sure your list itself was curated organically. This means no signing up users without their knowledge. A common way companies do this is taking any email they encounter (emails of prospects requesting more information for example) and adding it to their email marketing list. This is a great way to anger your prospective customers and ensure they never read your emails.

Instead, make sure you grow your email list the right way. Have a form on your website footer or internal pages that clearly indicates an email list sign up form. Why would you want to get people on your list who have no interest in being there? You can also grow your email list by having the sign-up forms in your store or on your social media pages. No matter what you do, you should make sure that every email you have on your list willingly signed up for it.

Segment Your List to Increase Open Rates

Segmenting your email list is one of the most common ways to increase open rates and decrease opt-outs. Depending on your email marketing service, you can get a lot out of data from reports once you send out emails. Most email marketing services will let you know which email clicked what link on your site. This data is extremely valuable.

Say you are a company that produces 20 different types of consumer widgets. On a typical email campaign, you advertise a few different widgets. Naturally, consumers are different and some are interested in one product while others are focused on others. You can use the data from your initial e-mail blast to segment your list down to different groups.

One group could be people who have shown interest in a certain widget, while another one shows interest in another widget. As your email lists grow over time you can get more specific with your messaging. Eventually, you will have multiple lists of customers who you know are interested in certain products. Instead of sending generic emails about multiple different widgets, you can send targeted emails focusing on unique messaging to the widget of your lists interests.

Over time you grow trust with your email list by only sending them the type of content they are interested in. Of course, email opt-outs are inevitable, but this is one proven way that email segmentation can help you grow trust with your email list, and get the most value out of email marketing.

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