If you’re relatively new to the awesome world of email marketing, you may not be aware of the importance of email segmentation. According to a report, more than 75% of the email ROI is due to segmented and target marketing campaigns. Your email list decays every year, resulting in inactive and dead email addresses. You need to scrub them using email list cleaning software to reach people who want to receive newsletters from your brand. Focus on gathering more information about the readers to segment the list properly. Here are a few ways of slicing your email database.
Segment your marketing list based on how many times a customer makes a purchase. Try to increase their shopping frequency by sending messages relevant to their purchase. If someone purchases an eyeliner, offer them discount on an eyeshadow. Furthermore, award frequent shoppers an invitation to their loyalty program. When you segment frequent buyers, you can send relevant and meaningful messages. However, you still need to use email verification to unwanted customers.
You can also slice the email database based on the type of content the readers prefer. Many readers are far more interested in a certain type of content than the others. One segment may be interested in content related to sale & marketing, whereas the other may want to receive success stories of different brands. So, it makes sense to put these two readers on different list and share messages accordingly. Take a look at what content pages people prefer and segment the marketing list. Unless you send what the customer is really interested in, you can never create a successful email marketing campaign.
It makes sense for a B2B marketer because the list comprises of people in different job functions. A salesperson will not like to receive messages meant for a developer. Consider the nature of your business before deciding to segment the readers based on their job function.
Apart from the above, you can segment the list based on the education level, past purchases, interest level and organization type. Focus on using email validation to reach the audience.