You have worked hard to build your email list. You know that it is a huge asset to your business. You diligently craft your emails for maximum value, but could you be doing more? When is the last time that you thought about the people behind those emails?
If you want to take your email marketing campaign to a higher level, then email segmentation is the logical next step. Segmenting your list allows you to create group targeted emails instead of sending out one blanket email that covers everyone, regardless of who they are or where they are in the sales process.
Defining Your List Groups
You segment your list by creating groups within your list. For example, if you sell a product or service, you can segment the list into two sets: Those who have already purchased and those who haven't. The benefit here is that you can avoid sending out emails advertising your product to the list that has already made the purchase. If someone has already purchased your product and they are getting emails encouraging them to buy what they already have, they will not be opening that email, and they may unsubscribe.
For this group, how-to's or other information would be better. Of course, you can always send out a monthly newsletter to your entire list.
You can further segment your list according to the products and services that you sell. If you are selling to both B2B and individuals, you may want to segment your list accordingly. You can also segment by location; sending out emails to local customers offers you the opportunity to inform them of trade shows or local events that may be of interest.
Use Surveys to Help the Segmentation Process
If you are unsure of how to begin this process, you may want to survey your email list to ask them some questions. Ask them what type of content they would find most useful, and how often.
List segmentation is a powerful way to keep your subscribers opening your emails because you are providing targeted content and increased value. Not only will you see improved open rates, you will also avoid the dreaded "unsubscribe" problem.