List Segmentation OR Sending the Right Messages to The Right People!

List Segmentation or Sending the Right Messages to The Right People - Photograph by Kaitlyn Chow | Kathy Ennis | LittlePiggy

I hope you’ve been enjoying this series of email marketing-based blog posts, and that if you haven’t already, you’re building up the know-how to press ‘Send’ on your first message.

In the last post of this series, I’m going to explain how you can send the right messages to exactly the right people with list segmentation.

By now, you know that when it comes to email marketing, one size definitely doesn’t fit all.  The vast majority of people who unsubscribe from a business email list do so because they feel the content isn’t relevant to them.

And this is exactly why list segmentation is your ultimate secret weapon!

List Segmentation OR Sending the Right Messages to The Right People! #blog Click To Tweet

What Is Email List Segmentation?

‘List Segmentation’ is a marketing term that means dividing the people on your email marketing list into separate groups.  You might decide to create groups based on your subscribers’ interests, or what they like about your products or services.

‘List Segmentation’ is a marketing term that means dividing the people on your email marketing list into separate groups. You might decide to create groups based on your subscribers’ interests, or what they like about your products or… Click To Tweet

Ideally, you will still have an ‘uber-list’ that will be home to each and every one of your contacts.  Yet segmenting that list into different groups will help you tailor the messages you send, so you can be as sure as possible that you are meeting your subscribers’ individual needs and interests.

(Don’t feel as though you have to restrict each of your subscribers to just one list – as long as it’s relevant, they can be on as many as necessary).

How to Manage List Segmentation

The best way to start segmenting is by asking people what lists they’d like to be on!

For example, you could ask your subscribers if they’d like to be included in promotions, whether they’d like to hear about new products or services, or perhaps learn some insider tips.  Or of course, all three.

Your chosen email marketing platform (see the first blog post in this series to find out why using a dedicated platform is essential!) should then automatically segment your list, according to your subscribers’ chosen preferences.

This means your subscribers will only receive messages that they have actively signed up to – meaning they are far more likely to stay on your list and receive your exciting future updates.

Use Your Analytics to Inform List Segmentation

Email marketing should go hand-in-hand with tracking results.  You should regularly check your message open rates and click-through statistics, so that you can assess what’s working (and then do more of it!)  What are the topics that really get everybody clicking?

Email marketing should go hand-in-hand with tracking results. You should regularly check your message open rates and click-through statistics, so that you can assess what’s working (and then do more of it!) #blog Click To Tweet

You can also analyse your subscribers’ purchasing preferences and buying frequency to help you amend or create new lists.  For example, if somebody has bought from you before, then they might be interested in hearing about future offers, or similar products and services.

The most important metric to your decision making process is your click-through rate, that is the number of people who click on a specific link in the emails you send. This is one of the easiest and most apparent ways of list segmentation.

Take List Segmentation a Step Further – Tag Your Contacts

Tagging your contacts allows you to refine your messaging even further.  Tags help you store more information about your subscribers, so you can communicate with specifically-targeted groups.

An example could be tagging your contacts according to how you met them.  If you regularly attend trade shows, it could be very helpful to tag contacts from each individual event, particularly if you intend to send a follow-up message, or invite people to a meeting with you.

You could also tag contacts by their birthday month, then send them a surprise gift in the form of an offer or discount.  If you regularly host classes or events, tagging contacts by their location will help you target the people who are most likely to attend in each area.

Tags can also be useful for helping you to improve your message content.  When you run your analytics, you could tag the people who didn’t open your message the first time, then try tweaking it a little.

(Bear in mind that this may lead to removing people from your list, which is a good thing!  Why would you put all that effort into creating messages that are never going to be read?)

By paying attention to your subscribers’ preferences, behaviours and interests, you’ll be able to send customised messages that have a personal feel.  This will help build trust and communication – and in time, your subscribers may even look forward to getting a new email from you!

By paying attention to your subscribers’ preferences, behaviours and interests, you’ll be able to send customised messages that have a personal feel. This will help build trust and communication. #blog Click To Tweet

I very much hope that this series of email marketing emails has helped you start or hone a burgeoning contact list…and if you haven’t sent your first message yet, what are you waiting for?

Next Steps

If you have any questions or comments, please feel free to post them in the comments box below.

OR …

Why not book a one-hour Discovery Session where we can take an in-depth dive into your email marketing.

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