How to Deliver Relevant Marketing Content by Segmenting Your Email Subscribers

How to Deliver Relevant Marketing Content by Segmenting Your Email Subscribers

People on your email list shouldn’t be grouped into one category. Email segmentation is a must if you want to deliver relevant marketing content to your subscribers. Encourage your customers to create profiles Often, businesses don’t segment their email lists because they simply don’t have enough information to do so. And you can use that information to segment your lists accordingly. In addition to letting people customize their email content through their profiles, you can give them options on the types of content they want to receive when they initially sign up. That’s why segmenting your subscribers based on spending is an effective strategy. Some of you may have nearly 10,000 or more subscribers on your email lists. On sign-up, let your customers customize the type of content they want to receive. Use a double opt-in landing strategy to make sure people actually want to be on your email marketing list. How is your brand segmenting subscribers on your email lists?

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Email marketing needs to be a top priority for your company’s content strategy.

80% of retail brands named email marketing as the top driving factor in customer retention. Plus, email has the highest ROI per $1 spent compared to other content strategies.

On average, for every $1 you spend on your email campaigns, you can expect to receive $40 in return.

That’s why it’s so important for you to get more email subscribers without annoying your website visitors.

But having a huge list of subscribers is useless if you don’t know how to manage your content. If you are sending the same campaigns to everyone on your list, I bet your results aren’t that favorable.

People on your email list shouldn’t be grouped into one category.

Why?

For starters, these people are very different. In addition to their demographic differences, your subscribers will have separate wants and needs.

It’s unlikely you’ll be able to run an email campaign relevant to everyone on your subscriber list.

unsubscribe

Irrelevant content is the second most common reason why people unsubscribe from email lists.

You worked hard to get them to sign up, but all of that will be thrown away as soon as they unsubscribe. You need to avoid that.

Email segmentation is a must if you want to deliver relevant marketing content to your subscribers.

If you’ve never segmented your email lists or your current segmentation methods need improvement, you’ve come to the right place. I’ll explain what you need to do to elevate your email marketing strategy with segmentation tactics.

Encourage your customers to create profiles

Often, businesses don’t segment their email lists because they simply don’t have enough information to do so.

How can you segment your subscribers if the only piece of information you have about them is their email address? Email addresses alone won’t be enough.

That’s why you should encourage your customers to create profiles on your website.

You’ll use these profiles to improve their shopping experience. Then they can store their payment information, billing addresses, manage their order histories, etc.

But these customer profiles will benefit your segmentation strategy as well.

You’ll get more information about each customer. And you can use that information to segment your lists accordingly.

That said, customer profiles shouldn’t be a requirement.

Some ecommerce shops force customers to create profiles just to buy something. I strongly advise against this strategy.

In a perfect world, yes, they’ll create profiles. But you don’t want to lose conversions because of this.

Instead, try to give them a reason to sign up. Here’s an example from the Lululemon website:

lululemon
As you can see, they list the benefits of creating a customer profile.

No hard sell or any pressure to do so. People who create a profile will benefit from:

  • tracking orders and returns
  • stored payment information
  • favorite products
  • customized shopping experience

When the customer creates a profile, you’ll collect more information about them. We’ll talk more about what type of info you should be asking for as we continue through this guide.

Don’t ask for too much information right away

If people want to sign up to receive emails from your company, they shouldn’t have to submit a blood sample to do so.

Obviously, I’m exaggerating here. But you’d be surprised at the number of form fields some brands require when a customer signs up for email content.

I understand your reasoning behind this.

The more information you get from your customers, the easier it will be to segment them into different categories. However, if you ask for too much, it will turn people away from signing up in the first place.

Why should they trust you with personal information that’s, in their opinion, irrelevant to their shopping experience? They just won’t sign up.

Plus, you can still come up with effective segmented lists with just a few form fields.

Here’s a great example from the Champs Sports website:

champs

In addition to asking for a website visitor’s email address, Champs also requires them to give their first name. While this won’t necessarily help them segment their subscribers, it will help them personalize their messages.

With the information on this list, Champs can segment new subscribers based on:

  • age
  • gender
  • location

That’s plenty. You can create multiple lists with just those three pieces of information.

For example, one group could be females between the ages of 18 and 25 living in New England.

The content they receive would be significantly different from a group of men between the ages of 35 and 50 living in southern California.

Limit the form fields on your opt-in page. There’s no reason for you to know their favorite color or mother’s maiden name.

The more information required to sign up, the fewer people will subscribe.

Let your subscribers customize their content

Another way to deliver relevant marketing content is by simply asking your subscribers what they want to receive.

If they can customize the type of emails you send, they won’t be surprised or annoyed when they get a message. Everything delivered to their inbox will be extremely relevant.

Set up these options through your customer profile settings, which we just talked about.

In addition to letting people customize their email content through their profiles, you can give them options on the types of content they want to receive when they initially sign up.

Here’s a great example of this strategy used by…

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