How many unread marketing emails live in your spam? According to the Data and Marketing Association (DMA), only 13% of people say more than half of the emails they receive are useful.
Despite these (rather obscure) statistics, email marketing is still an effective channel for nurturing leads and increasing conversions, generating one of the largest return on investment– $ 36 for every dollar spent. No wonder 81% of B2B marketers say their most commonly used form of marketing is email.
But how can you ensure that your e-mail communication does not fall on deaf ears?
As a reliable Hubspot and Klaviyo partner and one of the top email marketing agency in the US, SLTC empowers brands to meet the unique needs of their customers by implementing personalized email strategies that increase openings, clicks, and conversions. We have carefully tested and optimized thousands of campaigns, sending over a million a year for e-commerce brands, B2B, Health & Wellness brands and more.
Our main bite? Whether you run campaigns focused on brand awareness, generating leads or conversions, segmenting your audience and delivering targeted content based on demographics, interests and behaviors will pull your emails out of the trash and make customers want more.
Segmentation uses a common feature among a group of contacts, while personalization customizes the content for each individual contact. For example, using segmentation, you can target anyone who has purchased an item via email that promotes other relevant products. However, you can personalize this campaign on an individual level by using each contact’s purchase history to share recommendations that are unique to them.
Why segmentation works
In a world where technology continues to affect almost every aspect of our personal and professional lives, consumers have begun to expect personalized content that is relevant to their tastes and needs.
Segmenting your contact list into target groups of people at specific stages in the customer’s journey allows you to deliver content that cares about the different drivers of each group, forcing them to make a purchase or complete a desired action.
The results can be astounding. Marketing experts who used segmented campaigns noted as a 760% increase in revenue.
How to segment
The clutter of data and information about the audience can provide seemingly endless possibilities for segmentation, leaving many small business owners feeling overwhelmed and unsure of where to start. Our advice? Simplify.
The types of segmentation you prioritize will vary depending on the industry, products and services you offer, and your current business goals. Start with the basics by considering demographics, user path, interests, location, behavior, and engagement.
This is the most common type of segmentation used by retailers. Information such as age, income, gender, education and employment are all demographic data that can be used to segment your subscriber list.
By creating a customer personality for your ideal customer, you can personalize the messages, content, and formatting of your campaign to increase engagement and conversions.
For example, when implementing an email campaign for Betsy and AdamNYC-based formalwear brand, SLTC has created segments based on age, education and more to deliver relevant content and boost sales for prom nights, homecoming, prom and sorority nursing nights.
Leave the carriage streams
Tired of looking at abandoned carts in your online store? You are not alone. Almost 2021 80% of online shopping carts are abandoned. Re-engaging these visitors with concise, personalized email can help you recover a third of this otherwise lost sale.
SLTC uses Klaviyo segment 41,000 The Dogists subscribers to deliver relevant messages at the current stage of customer purchase. Automatically abandoned email streams would be triggered when a consumer viewed a product and then closed their browser, while a different stream that offered an incentive to buy would be triggered when a consumer added a product to the cart before exiting.
Similarly, streams of welcome and gratitude have strengthened the community and identity of The Dogist brand, expanding the life cycle of each individual customer by making them feel seen and valued.
Interests and needs
When was the last time a brand asked you about your interests and values? Surveys and quizzes are very effective strategies for collecting psychographic data about your clients, allowing you to use personalized content based on their preferences, sore points, motivation and drivers.
Location-based segmentation is a commonly used strategy in email marketing. This is especially true for companies that rely on the location to make purchasing decisions. Geographic data can be used to send information about location-based events, offers from local stores, or deliver content in a subscriber’s time zone.
Tracking consumer behavior on your site can help you take segmentation and personalization to the next level. Behavioral data such as previous purchases, average spend, and other shopping habits allow you to create dynamic content that is tailored to your customers’ tastes. Recommend the perfect accessory for new clothes that someone bought, posting emails for reminders
products that you buy regularly or offering discount codes to customers who only buy on sale will encourage them to keep buying from you.
How often do people interact with your content? Segmenting contacts based on open and click rates allows you to deliver targeted tracking. Reward actively engaged users with exclusive sales, events or new features.
Inactive users or new subscribers may need more information about your brand or products. A / B testing of your email address can help you optimize copying and increase your opening rate over time.
Harness the power of email marketing
There’s no denying that email segmentation is a way to personalize your email and newsletters and deliver targeted content that speaks to your email subscribers.
Email segmentation doesn’t have to be complicated. You can launch your email strategy today contacting the SLTCa proven growth partner, which will help you deliver robust and effective email campaigns that protect and increase your first page data today!