June 10, 2016 by Progressiv
Super Simple Ways To Segment Your Email Marketing Lists
Email Marketing gets extremely powerful when you start segmenting your email lists. If you’re not segmenting, you’re leaving serious money on the table!
Your customers love highly relevant and personal emails… as time goes on, people switch off to one-time blasts like newsletters.
There are infinite ways to segment your email database, and it can get very, very confusing. So here are what we think are the best 10 ways to segment.
The best segmented emails come in the form of an automated campaign, which is sent when a customer triggers a predefined set of rules.
A good example of this is an abandoned cart campaign or an order followup.
These campaigns are triggered when someone leaves behind their shopping cart or places an order.
We feel that simpler is better. We suggest you segment your first campaigns by only a few conditions, then you can dig a little deeper.
E.g. You might only trigger an abandoned cart campaign if the order value is over £50. You can be as specific or broad as you need.
Ways to Segment Emails
The segmentation types below are a perfect way to start sending better and more targeted emails.
Let’s get started shall we!
– Customer Total Spend
– Number or Orders
– Age (Birthday)
– Purchase History
– Sign Up Date
– Last Order Date
– Order Status
– Customer Tag
– Email Engagement
1. Customer Total Spend
Segmenting emails campaigns like this will help you target the high spenders, low spenders and those in-between. You can target high spenders with special coupons after they achieve a certain spend limit. Or create a whole series of emails and rewards the more that customer spends.
Target high spenders with limited edition products similar to products they have already spent!
2. Number of Orders
Customer total spend can be less important than finding those customers who place a lot of orders. When some months are slow these customers can be a lifesaver. It is also a useful way to find high-value and loyal customers.
Reward customers after they hit a certain milestone with an incentive or coupon.
Customers in different areas can differ greatly. Bear this in mind when making jokes or trying to build rapport.
4. Age & Birthday
It can be really powerful to email someone on their birthday with a special gift or deal. Make sure this email is addressed from a person and not the company.
When you know the ages of your customers you’ll know when it’s ok to use certain language and when it’s not.
5. Purchase History
When segmenting customers by the products they’ve bought in the past, you’ll be able to write more relevant emails and have a good idea what they’re likely to buy in the future. This segmentation is critical when it comes to automated and personalised recommendations. You can send emails that tie their product history with relevant best-sellers.
When an updated or redesigned product is added to your website, make sure you deliver and email to customers that bought a similar product in the past.
6. Sign Up Date
You need to know the customers sign up date so you can send them a welcoming email sequence. This also allows your to reward those customers who have stood the test of time. You can have an email goes out after a certain amount of time from them being in your database.
7. Last Order Date
You can target customers based on last order date to attempt to win back customers that are inactive or nudge customers to replenish their last order. For your specific business, you’ll need to figure out what qualifies as ‘inactive’. A year, or maybe just a few weeks.
8. Order Status
These emails are sent out a certain time after the order has been shipped or delivered. You might send an email 14 days after the order is shipped to ask the customer for a review or feedback. You can send an email just checking to see if they’re enjoying your product.
You should test the time you set for feedback request emails. Sometimes you might have sent them too soon and they haven’t really had time to try it out. Sometime you may have left it too late and they’re forgotten about it.
9. Customer Tags
Many business tag customers depending on where they’ve come from. These sources might be an advertisement, in-store purchase or a website popup. Tags can be used to categorise a customer by pretty much anything.
10. Email Engagement
This can be quite advanced, but also very effective. If you segment by engagement, like clicks or opens, you can ensure your email lists are clean and up to date. This also means you can send follow-up emails to people who didn’t open an email you previously needed them to see.
Change your subject line in your follow-up emails… that might have been the problem in the first place.
So there we have it, 10 simple ways to segment your email lists. Obviously there are endless possibilities, and as time goes on you’ll figure out the best ones for your business.
Email like you’re a Roman emperor – Divide & Conquer!