- Did you know that the more you personalize your emails,
the more opens they'll get?
This is called segmentation strategy,
and the goal is to find a way
to speak directly to your customers
based on their interests, demographics, and buying profile.
Here's how you can get the most
out of your segmentation strategy.
Determine your goal.
Is it to sell a specific product or service?
Is it to gain product reviews, to fundraise,
or maybe drive traffic to your blog?
Understand that you can have multiple goals
in the large scheme of things,
but when you are segmenting your subscribers,
you will want a very specific goal.
Some may fit into more than one goal,
but for now let's focus on one
and work backwards to develop a strategy.
Let's use the example of asking for a review.
Your goal would be to get a review
for a specific product.
In this example it would be for a floral arrangement
from our fictitious brand Hansel & Petal.
This isn't the sort of campaign
that I would send out to all my customers.
I would need to segment it
so that only the customers
who bought the specific product would receive my email.
In this example I'm sending out
a review request for the Mother's Day
tulip floral arrangement,
and only the customers that bought that flower arrangement
will receive this email.
The goal is to solicit more reviews
and feedback so that you can create
a better customer experience.
Segmenting your list can seem overwhelming,
but in the beginning start small
and segment only one key variable.
If you have not yet started segmenting your list,
start by picking the most relevant attribute
for your business and using it to divide
your emails into two.
For example, it could be customers and non-customers.
You're going to speak very differently
to customers than your prospects.
Next is personalization.
The goal of segmentation is to foster
a one to one relationship with your subscriber.
You want to make it feel
like you're talking right to them,
not thousands of other people at the same time.
Online retailers do an amazing job of this.
I encourage you to sign up
for a popular online retailer
and watch the personalized emails roll in
with specific deals on products just for you.
This level of segmentation takes
a lot of time and creativity,
but there are certain ways
that you can adapt these strategies
into your own email marketing.
As you begin to grow your email list,
you can explore the different ways
to segment your customers.
Remember, the goal is to personalize
your email content so that your customers
feel like you're speaking directly to them.
With that in mind,
what is one key attribute you can us to segment
your own customer base?