Why Aren’t You Segmenting Your Email List?

You’ve got an email list. That is a great start! An email list allows you to directly communicate with all those who have volunteered to receive information from you. However, many small businesses make the mistake of lumping all of their contacts into a single email list. Think about all the people who are on your list. You may have brand new prospects who just downloaded an intro informational product from you, current clients whom you communicate with regularly, old customers who haven’t worked with you in over a year, and even employees, vendors, and others who are not direct customers or prospects. Are you going to communicate with them all in the same way?

You shouldn’t!

Each person on your list has a distinct relationship with your company. By grouping like people together into segmented lists, you can develop tailored communication campaigns for each group that will be far more effective than generic emails to a single list.
How to Segment Your Email List

There really is no limit to the amount of segmentation you can perform on your email list. Savvy businesses with huge marketing budgets will segment down to a granular level. They may segment by age, sex, location, race, salary and recent purchase history.

You certainly don’t have segment this much to significantly improve your email communication strategy. Start simple by segmenting your list into major categories. For many businesses a good way to start is to create separate email lists for prospects, current clients, past clients, and other contact who are not clients or prospects. Now that you have these lists consider segmenting further. For instance, a flooring manufacturer may want to segment their customer list into commercial flooring specialists, home remodeling companies, and interior designers. Each type of customer has distinct flooring needs.

The great thing about segmenting is that you can choose to create campaigns for a larger list or pick a deeper level of segmentation to personalize your campaign even more. For instance, if our flooring manufacturer is rolling out a new cork flooring product, they probably want to email an announcement to their entire customer list, which includes commercial flooring specialists, home remodel firms, and interior designers. However, let’s say the flooring manufacturer has a sale on a special laminate flooring, but only in bulk purchases. This type of deal should probably only go out to the commercial flooring companies who make massive purchases for big flooring jobs.

Think of other ways you can segment your list. Here are some common ideas:

• By product or service purchased
• Geographic location
• Gender
• Age
• Profession
• Household salary

Of course, in order to segment your email list, you are going to have to collect the information you want to segment on. Don’t worry if you don’t know the household salary of everyone on your email list. Like I said, start simple. Use the information you have and then find ways to collect additional information moving forward. Think about the most important segments you want to track and add those fields in newsletter signup forms on your website.

The Art of Segmenting

All major email marketing companies, like Constant Contact, MailChimp, iContact, GetResponse, Campaign Monitor, Benchmark Email, Awebber, etc. allow their customers to segment their lists, and you can certainly segment your list in-house too.

If you still aren’t sure how to effectively segment your list, contact iLUKA MEDIA TODAY! We will help you segment your email list so that you drastically improve your email engagement and response and thrill your contacts (instead of confuse or annoy them).

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