Many marketers already recognize email marketing as an effective means of achieving sales and marketing goals. For example, they commonly make use of browsing history and previous online behavior to target prospects and send them personalized Email messages. However, they can only succeed if they are able to generate enough engagement on such emails. In this article, we’ll discuss 5 ways to drive engagement through segmented email campaigns.
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What Is Email Segmentation?
Email segmentation is a marketing activity that involves sorting subscribers according to various criteria to send the appropriate message to them.
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Marketers who fail to perform email segmentation often find their email marketing to be largely ineffective. In fact, data from Kissmetrics reveal that segmented email campaigns receive up to 59.99% more clicks as well as 14.64% more opens compared to non-segmented campaigns. Besides, it is possible for you to increase your conversion rates by as much as 35.26% when you send relevant reminder emails with discount offers to customers who abandoned their carts.
5 Effective Ways to Drive Engagement Through Segmented Email Campaigns
1. Segmenting By Engagement
To put the importance of using the segmenting by engagement technique into perspective, imagine the amount of time and energy you would waste in sending emails to people who do not actually open them. Furthermore, the landing of emails in the spam folder of recipients instead of their inbox folders reduces the likelihood of them opening your email.
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It makes sense to implement a segment-by-engagement strategy for your email campaigns. To do that, you can begin by creating a segment that contains those who have been highly engaged with your emails for a particular period. You may have to do some testing to identify a proper duration to use, as the best for your brand may be as short as 2 days and as long as a month.
The engagement may be in the form of subscribing and opening your email or some other criteria. When this strategy is properly implemented, you are likely to end up increasing your open rates and click rates for campaigns such as winning back active customers or retargeting cart abandonment on your website
2. Segmenting By Geographic Location
Certain brands can effectively enhance engagement by segmenting according to geographic location. For instance, you can implement this strategy if you wish to run special physical events. In such cases, the email content can include an announcement of the event for different cities. You may even personalize the email based on the current weather conditions in that location. In addition, you can enable your email provider’s feature to send emails to recipients based on their time zone.
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3. Segmenting By Purchase Behavior
You probably already know that you ought not to communicate with subscribers who have not yet patronized you the same way you would those who have already done so. After all, a subscriber who has purchased from you is more likely to trust your brand, thus making it easier to sell to them. Moreover, they are also likely to be more open to product cross-selling and up-selling strategies.
As such, you can segment according to criteria such as purchase frequency, value, and type. This way, you can have an idea of what customers like and know what products to cross-sell or up-sell to them.
Furthermore, you can project a customer’s potential needs and make educated guesses as to when they’re likely to need product accessories. It will then be natural to send them a reminder email or one with a discount offer at that time.
On the other hand, you will likely need to build trust with new leads first and include content such as product reviews and customer success stories.
4. Segmenting According to Personal Interests
You can use this email segmentation technique to send highly personalized emails to subscribers. A great way to do this is to offer a subscription center right from the outset (after email signups) or close to the unsubscribe link in emails. Your subscribers should be able to specify preferences such as the type of email they wish to receive, the frequency of emails, and whether they wish to receive promotional content. This can be an excellent way to drive engagement and increase your email ROI.
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5. Segmenting By Sleeping Subscribers
You can think of sleeping subscribers as those who have failed to engage with your emails for a long time, such as the last 90 days. After filtering them out, you can give such subscribers an option of signing up for other topics that may be of greater interest to them.
Improving Engagement Through Email Segmentation
The use of segmented email campaigns can quickly help you drive engagement and maximize the effectiveness of your email marketing efforts. You can sort your subscribers according to engagement levels, geographic location, purchase behavior, personal interests, and even inactivity and then create highly personalized content that resonates with them. Ultimately, you will be better able to increase open and click rates and create stronger relationships with your subscribers. This in turn can lead to improved conversion rates and customer loyalty.
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