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What is email segmentation?

August 29, 2022

If you’re new to email marketing, you’ve probably come across advice, blog posts, and comments encouraging you to segment your lead lists. You must be wondering, what is email segmentation all about? 

Email segmentation is a prioritizing approach in which email contacts are classified into groups based on predetermined criteria.

The criteria for classification include:
  • the clients’ association with a specific industry
  • demographics
  • number of visits to your website
  • psychographics 
  • the stage of the buyer’s journey 
  • size of company
In order to segment your list effectively, you need to research the details of your contacts or leads:
  • The information of your leads could be acquired from the forms they filled out on your landing page. You may need to search further for more information if the information on the form is limited.
  • After segmenting your lead list, you’ll be able to offer them more relevant and stage-appropriate information. This will assist them in moving forward with their decision-making.
  • Email segmentation will enable you to craft highly specific call-to-action for different types of prospects.  For example, if a client has visited your website and looked at the price for various services, this would be the ideal time to provide content that is specifically tailored for them to assist them in making a decision.

A common and crucial strategy in email marketing is to segment the list according to the actions taken. For instance, the list can be divided into the following segments:

  • Non-openers
  • Openers
  • Clickers

Your entire list can be broken into segments based on the activities of receivers, and these acts demonstrate the interest and intent of the people on your list. You may reasonably assume that those who opened your email and clicked on your call-to-action are interested in your offer. Therefore, your next email to them should be carefully crafted.

Similarly, a recipient who hasn’t opened your emails in the past three months indicates that they are unlikely to be interested in your offer. In such circumstances, you might want to construct a targeted campaign aimed at re-engaging your inactive subscribers. Thinking along these lines will vastly improve the effectiveness of your email campaigns.

In conclusion, email segmentation helps you to send more relevant material to your recipients. The more relevant your email communication is to your audience, the more likely they will continue to engage with it. List segmentation is also important in practically all marketing tactics, including cold calling, warm emailing, warm calling, and social media marketing.

We hope the pointers above will help you in your email marketing efforts!

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