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.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
The 8 Most Effective Words to Use in Your Next Email

The 8 Most Effective Words to Use in Your Next Email

There are 8 simple, yet effective words you can use to increase engagement in your next email. You can use these words strategically to inspire your subscribers to take action or develop good feelings about you and your brand. Read on to learn about these 8 words and how to use them in your emails.

Shelby McGuigan
Shelby McGuigan 8 August 2017
Read more
What is a CMS?

What is a CMS?

You’ve heard the term CMS, but what is it, what does it actually do? A CMS empowers you to get your companies' message out there, internally, externally or both.

Sean Hargrave
Sean Hargrave 14 August 2017
Read more
Instagram Contests – How to a run an excellent and legal contest

Instagram Contests – How to a run an excellent and legal contest

Running Instagram contests is a great idea! Instagram is a huge social media platform, with 700 million monthly active users. So just being active on it already significantly increases your reach and social media presence. But running contest can take it to the next level by increasing your engagement, generating leads, and making your audience happy.

Jan Zajac
Jan Zajac 15 August 2017
Read more