19 Ways To Segment An E-mail List

[This article is sponsored by workspot.in , India’s leading aggregator of co-working spaces, meeting rooms and shared offices. If you have additional office space and are looking to rent it, please do list it on workspot.in. If you are looking for space for your startup, do visit workspot.in]

 

Slicing and dicing e-mail list will help you in achieving better open and click rates. Ways for segmenting your e-mail list: Geography Customer’s geography plays a vital role. Example : If during winters in North India you are sending an e-mail campaign with “40% off on sweaters” to a customer based in Chennai, he will definitely mark the e-mail spam. Age These days everyone has access to internet school going kids, college graduates, housewives and grand parents. Different e-mail campaign need to be designed for each category. Example : Updates on latest batman and spiderman series for school kids, updates on cool gadgets for college graduates, updates on smart kitchen tools for housewives. etc. Gender Segmenting on the basis of gender will give you better understanding in designing the e-mail campaign. Example : Mailing offers like “30% off on Mango handbags” to female audience and “25% off on Gillette fusion power razor” to male audience will help improve the  e-mail ctr. Persona Capturing customers on-site behaviour and on the basis of his feedback form try and bucket them. Example: If a customer has used 8 out of 10 discount coupons mailed till date, it means he is price hunter. And if the other guy has not used any, then reduce the frequency of mailing him the offers. Differentiate Between New Customer And Old Customer Segmenting between the customers will add another level of personalization to your e-mail marketing campaign. Example : Always welcome the new customer on personal basis like ” Hi, I am the CEO of the company, welcome you to our family. Here is an exclusive 20% off coupon for you.” For an old customer thank him for shopping and mail him updates and offers on basis of his on-site behaviour. Purchase History Use customers purchase history data to craft e-mail campaign accordingly to his interests. Example: If a customer is a regular buyer of diapers, mail him offers regarding the same. Cart Abandonment Marketers have  found out 50% carts are abandoned before completing the sale. Segmenting the list will help you in recognising those buyers, 20% increase in sale if e-mail is sent within one hour of cart abandonment. Shopping Frequency Encourage the frequent shoppers by rewarding them exclusive deals. Sudden Change In Buying Behaviour Identify the customers who are losing interest in your website and give them some extra love and care.Example: Mail then an exclusive coupon code. Buying Cycle Recognising the customer buying cycle will help in designing more effective e-mail campaign. Example : Mailchimp.com has statistics which shows the benefits of segmenting e-mail marketing list. Shoppers Interest Club the shoppers with similar interest in one basket. Segment the list on the basis of the topics or category the recipient has showed interest in. Sale Cycle Stage Shoppers can segmented in 3 different sales cycle. Top sales funnel, middle sales funnel and the bottom sales funnel. All the 3 needs to be target in a different manner. Measure Net Promoter Score (NPS) NPS helps in determining the satisfaction index. Those with higher NPS can be asked for feedback, referrals and suggestions. Those with lower NPS should be given special attention and exclusive offers. Measure Content Engagement Level Recording the time the recipient is spending on the email newsletter will help in determining the level content management. Those with high level of engagement should be moved towards sales cycle and strategy needs to be formulated with low level of content engagement levels. Cart Size Those who are big spenders need something special. Example: Invite them  for special preview sale or offer them exclusive discount coupon. And those who do not shop much also needs special attention. Onsite Behavior Capturing onsite behaviour like which category the visitor visit more often, what filters he selects, which mode of payment he prefers etc will help in segmenting them in respective buckets. Segment On The Basis Of Signup Source Bucket the visitor on the basis of  signup source like google adwords, facebook advertisement, referral etc. This helps in allocating and justifying marketing budget. Segment On The Basis Of Language Many websites these days give a drop down to change language to hindi, kannada etc, make sure to email the newsletters or offers in the same language in which the visitor is comfortable. Coupon Users Some shoppers shop only using coupons, segment and target them during sale, promotional events, exclusive brand launch etc. Source: www.hubspot.com www.shopify.in www.blog.intuit.com

 

[This article is sponsored by workspot.in , India’s leading aggregator of co-working spaces, meeting rooms and shared offices. If you have additional office space and are looking to rent it, please do list it on workspot.in. If you are looking for space for your startup, do visit workspot.in]

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