Article

Marie-Pier Godere
Marie-Pier Godere 28 July 2016
Categories Email & eCRM

6 Easy Segmentation Methods to Grow Your Email Revenue

It takes nothing more than one click to lose a prospect. It’s even easier than losing your keys! What are your strategies to avoid that your subscribers lose interest in your business? Burying them under a flow of generic and boring emails is certainly not a good one. Segmentation is the first step towards an effective and relevant communication to captivate and engage your audience.

1. Demographics

The easiest way to segment your list is based on demographics like age, gender, language, employment level, etc. You don’t have to create totally different content for each segment. Knowing what your contact's gender is for example will allow you to personalize some images in your email to make your target feel more related.

In the following example we have a header designed for women and one for men.

Banner_Woman.jpg

Banner_Man.jpg

2. Business type and industry

If your communications are addressed to businesses, don’t hesitate to segment on the business type or industry to increase your message relevancy. Your content will be different if it’s destined to a big company that does e-commerce compared to a NPO because their needs are different. Your tone and message will also be different if you target retail companies instead of ones that work in the finance industry for example.

3. Frequency

Stop tormenting yourself trying to find the ideal frequency to send your emails. Make your life easier by directly asking your contacts the frequency they want to receive your emails when they subscribe. They will automatically fall in a particular segment. This way you reduce the risk of them being frustrated, especially if you send a lot emails per week.

4. Geolocation

By creating a geographic segmentation, you will be able to offer, for example, ongoing promotions in the nearest store or to take advantage of a current event or even the weather to promote your content. Here’s a good example from RONA that took advantage of an announced snowstorm to promote its winter products. The email subject “Ready to face the snowstorm? ” was very appropriate for the region touched by the storm.

Rona_Ready_for_Snowstorm.png

5. Buying cycle

Segment your list based on the buying cycle to make sure you present the right content to the right person at the right time. Analyzing the behavior a person has on your website can help you determine the stage of the cycle she’s in. Look at what pages were visited, how long the visit lasted, what content was downloaded, if a shopping cart was started and then dropped.

The more a contact is at the end of the cycle, the more your offer has to be appealing. In the early stages, a nurturing sequence with value-added content will be preferred.

6. Interests et engagement

Either your contacts indicated their interests in a survey, in a form, by their click behavior in your emails or on your website, sending them relevant content aligned with their preferences will contribute to increase their engagement.  By analyzing your email results, you will also be able to target the contacts that have not showed interest in a certain time to reengage them. You can also target your most engaged contacts by giving them special offers to thank them for their loyalty.

See our infographic to remind you of these 6 easy and effective segmentation methods.

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