Should You Segment Your Email List?
Short answer: YES!
If we consider email to be another platform to market to your customers on, it makes sense that you should take a similar approach to what you’d have on any other platform. The ads that you serve your customers don’t have a ‘one size fits all’ approach, or at least we’d hope not, so why should your email list be any different?
Basically, you need to look at where your audience is at on their customer journey, right? It’s the exact same process as with your funnel. Where are they at? What interactions have they had with you up to this point? Have they bought from you? Have they just signed up to a newsletter? Have they made a complaint? Have they returned something to you? Have they recommended a friend?
You need to start by looking at where they are in their own journey with you, and create your email content for them, based on that spot. Make sense?
Here’s a fun fact: Only 57% of brands send a welcome email to their new subscribers. What the heck is that about? If you look at marketing, be it via email, social, phone, whatever, you MUST look at it like a physical, in-person interaction. I’ll explain! Say you meet someone at a bar and you have a chat, and then you give them your phone number – if they call you 2 weeks later, we can be pretty sure that you’ve already lost interest and are probably slightly miffed that they took 2 weeks to call. If however they call the next day, the start to that relationship is going to be pretty different. It’s the same with email. If someone gives you their email address, follow up quickly! Don’t be part of that 43% that don’t even send a welcome email.
Another reason for this is that you need to get your subscribers to open your email. If they open the first email from you, the likelihood is that the following emails you send will go to their main email folder, and not to spam.
Anyway, I’m on a tangent here so back to the main point.
According to Statista, 82% of marketers that personalised emails found an increase in open rates! That alone should be enough to start with some basic segmentation of your email lists.
If you’re not sure on how to get started, here’s a few pointers:
- Get an email software that allows you to segment. We aren’t affiliated with any software, so we’re not going to put our recommendations in here, but if you want some guidance, just flick us an email 😉
- Decide how you’re going to segment your email list. Is it going to be by lead magnet, point in purchase journey, location, open rate, buying frequency?? The list is endless.
So in conclusion, here’s why you should segment your email list:
- Lower bounce rates
- Higher open rates
- Stronger connection with your audience
- HIGHER VALUE FOR YOUR CUSTOMERS!
There you have it – you should ABSOLUTELY be segmenting your email list. 100%.