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I’m asked a lot about best practices in marketing these days. With so many changes happening daily, I get it, it’s hard to keep up. I always tell people that the fundamentals of marketing remain: Marketing is about communicating your targeted message in ways that best connect with your audience to motivate action. Studies have shown that 77% of consumers say they prefer to receive marketing communications through email. Email marketing works. Email segmentation works even better. In this presentation, I tell why you need email segmentation, 4 strategies to optimize your campaigns, and how your business can act on the 4 strategies now. Read more: blog.wishpond.com
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4 Strategies:Optimize Your Email Segmentation Campaigns
Email Segmentation
Do you like personalized communication?
So do your customers
Segmenting your emails can improve your clickthroughs by 50%
Email Segmentation
Why?
Your customers aren’t all the same...
They aren’t necessarily:● in the same geographic location● the same gender ● the same age● interested in the same thing
So, don’t treat them the same...
Geographic Location1
Geographic Location
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Your business is hosting events being held in particular geo-locations and bricks and mortar stores.
You are inviting consumers to join you at a live webinar - adjust the times on your email invite, and mention their location.
Your business has a particular connection to certain towns or areas (such as a restaurant, local store, etc).
Examples of when to segment by geo-location:
Geographic Location
What about you?
What geo-location email segmentations suit your business?
Gender2
Gender
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You sell hair products through your online store, including men’s shaving tools and women’s hair care products - send segmented emails showcasing the gender specific products.
You’re marketing a male-oriented product as both a gift, and a direct purchase.
You have a new product that is gender neutral, but want to connect with men and women differently (with diverse images, words, colors).
Examples of when to segment by gender:
Gender
What about you?
What gender-specific email segmentations suit your business?
Age3
Age
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Your business sells pre-natal equipment, and you want to run a marketing campaign to target gift-giving from expectant grandparents.
You have a car dealership, and are having a sale on entry-level vehicles - segment your emails to the under-30 demographic.
You sell wine online. Segment your emails to showcase your more prestigious wines to an older demographic, and your less expensive wines to a younger group.
Examples of when to segment by age:
Age
What about you?
What age range email segmentations suit your business?
Interests4
Interests
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Your business includes online movie rentals. Segment your emails to target Facebook Fans who like movies ( - get more personalized with movie genres).
You need warm leads to reach to your monthly sales target. Segment your list based on how far prospects reached on your sales funnel. Send emails to highly interested people.
You’re hosting a webinar about content marketing. Segment your emails to personalize messages with prior ebook title downloads.
Examples of when to segment by interests:
Interests
What about you?
What interest email segmentations suit your business?
Test it
Test it
A/B test your email marketing campaigns
Test your segmentation results for:● delivery rate● view rate● open rate● click-through rate● sales conversion
Test it
● Refine your message● Test● Refine your segmentation tactics● Test● Send● Optimize profits
More Resources...
Best practices and tips for your email marketing campaigns:
● 25 Tips: Email Lead Generation from Social Media● 8 Steps to Write Email Copy that Converts● 10 Sure-Fire Subject Line Formulas for Your Email
Marketing Campaigns● 15 Email Automation Stats that Might Surprise You
Thank you for viewing!
One Easy Tool for All of Your Online Marketing
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Learn more at Wishpond.com
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