If you have decided that an email list is important for promoting your business, well done, because email marketing remains an excellent way to reach out to prospects and customers alike. However, it is important to use your email list properly and for many businesses, this means that there is a need to segment their email list. This ensures you can reach your subscribers in a more effective manner and provide them with relevant information and advice. A business that has an email list but isn’t segmenting it properly is failing to take advantage of the opportunities provided by an email list.
Just think, you may have customers in your area, within the region or further afield and do you really want to always be sending them the same information? If you have customers in from all across the UK, Europe or America, do you feel as though an email offer for free drinks or money off this week is going to be of much relevancy to them? This is an ideal way to connect and communicate with local subscribers but when it comes to subscribers in other countries, you need to address them in a different manner and provide them with relevant information. This is entirely possible with email list segmentation and it is just one example of why it can be of benefit to your business.
You have different subscribers
It is really important to remember that your customers are all different. If you are able to segment your clients by age, it may be that certain products or a certain tone of address in your email will be more effective. If you have a mixed crowd, messaging them with youthful references will see many of your more mature customers feeling left out. Similarly, sending an email that focuses on your mature clients will provide your younger clients with nothing of great interest. This is where you should have two separate mailing lists (or more depending on the spread of clients) and then address the lists in a more effective manner. Marketing your business is a big task and the thought of giving yourself more work may not seem like the best idea for many people. However, surely the time taken to create two separate emails with a tailored approach will be of greater benefit and get better results than sending one email which targets no one in particular. This is where the return you receive from your work will always be the best judge on whether work is justified or not. Making more sales and successfully connecting with clients will ensure that email segmentation is crucial for marketing.
Different subscribers are at different stages of the buyer cycle
It may also be that some subscribers sign up to get information about your products before they buy, some will sign up as they buy and some will come to you after they have made a purchase and are looking for follow up advice and information. The fact that your subscribers can be placed into different segments means you have a chance to provide relevant information and guidance to your clients. Over time your users may move from one group to another but this is something that you can review and alter as you go along. Being able to provide reviews and comparisons between different products will offer support and assistance to one buyer while another may be more interested in accessories or guides on how best to care for a product.
If you haven’t got your list segmented, you may find that you end up throwing too much information in one email or leaving potential customers completely out of the loop when it comes to your emails. This will hinder your ability to convert your recipients into customers so email marketing segmentation is crucial for all businesses.
Ursula Petula Barzey is a Digital Marketing Consultant and Founder of Moxee Marketing, a London based digital marketing agency.