How to Segment your Email List for better conversions
When we speak of list segmentation, we mean to have the right email address of the right prospect so that relevant marketing content can be e-mailed to them. So, targeted email campaigns should have content as per the list segments, for example including trigger events mention which your campaigns can be personalized. So, special kind of email list applications like MailChimp, GetResponse, AWeber, etc. and CRM is required to automate systematic list segmentation keeping demographics into consideration. So, what triggers sales leads and boost conversions depends quite a lot on the adequate segmented lists. We will run you through a few major criterions for email list
It is very important that you have collected accurate data of the prospect, which includes right postal address. If you know where your targeted audiences live, you will get an idea of the climate in that locality and the kind of products and services that are most in demand in those places in the current time. If you have a furniture business, you will not want to send in-store visit invites to out of the city people; similarly you need to be sure that your products or services are allowed in a particular territory.
If your products and services are meant for different business verticals, then identify what type of organizations, companies and enterprises you supply them to. Doing so will give you an idea of the different interests of the professionals in those sectors. This type of email list segmentation will allow niche marketing.
Sometimes you may realize that your product and services can cater to certain specific departments of every enterprise belonging to a particular industry type. Industry sectors such as IT, banking, finance, education, aviation, insurance, healthcare, hospitality, etc. You may identify prospective leads across different industry verticals.
You will agree that every email list can be segmented very easily based on the contacts' job functions. Most b2b marketers will have variety of email lists segmented on the basis of specific job functions. To name a few - sales personnel, HR, marketers, advisors, accountants, bankers, customer service, hospitality service, etc. So, you may have a wide array of job profiles to promote your offers.
Keep a track of which list segments have purchased from you earlier. This makes your promotions more easy and targeted for high response rates. This kind of emails are based on the known interests of the customers from this segment and thus highly deliverable. Increase your business bottom line by grasping up-sell opportunities with value-added services and complementary products that you think will be very apt, following their past purchase records.
No matter how active your email subscribers are, their purchase activity shows their interest in your offers, and hence, the buying frequency becomes an important category to segment your email list. Once you have segmented the list, send an email that increases their shopping frequency, for example- "Hey Tom, We have missed you all this while and want you to know that we are giving a 50% off on our new winter collection. If you have received a coupon code on the earlier purchase, it is time redeem it on a new purchase total worth $40".
Abandoned Shopping Cart
Bamyard Institute analyzed 34 online reports on e-commerce shopping carts' abandonment and reported that 68% of shopping carts on average were abandoned before the purchase. So, if you have an e-commerce webstore, make sure you have an automated email marketing program that segments email lists based on this specific type of customer behavior.
So, now that you have gone through few most important types of email list segmentation, combine your marketing strategies with relevant, accurate and opt-in b2b email marketing list to gain high open and click-through rates that will eventually increase conversions.