If you weren’t already aware, segmenting is simply the process of identifying specific and meaningful groups of customers (like dogs in red sweaters 😉 ) that you can target with specific messages, products and/or services in a way that resonates with them. It’s really useful for sending strategic emails to specific customers.
There are some important reasons why you need to segment your email list. Let’s look at what they are.
Why You Need to Segment
Segmenting your email list, no matter how small, is an important step toward boosting customer loyalty, increasing purchasing, and reducing the number of persons who unsubscribe from your list. This is because it enables you to send, say, news about a music product to the people on your list who are actually teaching music instead of everyone on your list. Sending emails to everyone about products that are used by a specific type of instructor or by a homeschooler who teaches a certain age group that doesn’t fit can be a turn off.
How to Segment
You can introduce some very simple segmentation into your email marketing using your autoresponder’s segmentation features. Most autoresponders offer some sort of segmenting features. If yours doesn’t, then you need to switch services because segmentation is an important tool to use that will make all your marketing efforts exponentially more effective.
First, decide how you want to segment your list members. A great way to start with segmenting is to segment based on what your list members teach, i.e. early learning, grades 4-6, math, or music.
Next, set up segmenting in your subscriber form. With Mailchimp, it’s easy to include segmentation criteria right on the sign up form. Simply add topics that a subscriber can click. You can see an example of this on my subscriber form here.
Finally, put the sign up form on your blog in a widget area and/or on a newsletter subscription page.
Segmenting your email list is a good practice. Doing so means that you’ll be able to better personalize and target your email marketing messages to make a bigger impact on their future behavior and increase sales exponentially.