Segment Your Email Lists

In a day where everything can be personalized it seems like a no-brainer that emails can be customized. But on top of the typical name personalization or even picture personalization that can occur there’s more that can be done.
Sending a targeted message to a group of people isn’t that difficult. After finding similarities of groups in your data you can market to those groups. Here are 4 easy ways to segment out your email marketing list.

1. Segment by when they’ve purchased. This is one of the easiest segmentations. All you have to do is separate your list into two groups: those who’ve purchased from you in the past and those who haven’t. This way, you can send an “introductory offer” to new subscribers and a “thanks for your business offer” to existing customers.

2. Segment by what they’ve purchased. Knowing what your subscribers have purchased in the past allows you to target promotions for specific products and anticipate what they may be interested in. It also helps them remember that great experience they had with your company and encourages them to interact again.
Segmenting by purchase history or past actions also works great for personalization, which is another tactic to get those e-mails opened. You could send a follow-up e-mail that thanks them for their last purchase of [insert product] on [insert date], and suggest a complementary product with a great offer.
3. Segment by geography. Geographical segmentation works best when the location of the subscriber plays a significant role in what he or she is interested in. Say you’re a chocolatier and have a booth set up at an event in the next county. If you collect zip codes in your newsletter sign-up form, you can send out a targeted e-mail just to people living in the area and invite them to visit your booth.
4. Segment by demographics. Demographic data can be anything from age group to gender and marital status. By segmenting your list demographically, you can target specific products and use specific language tailored to certain groups of people.

(via OPEN Forum)

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