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Email Marketing

4 Reasons Why Segmenting Your Lists Dramatically Impacts Your Success

Email On Acid

Gone are the days when digital marketers would send the same generic email blast to their subscribers. Now, every savvy digital marketer knows that segmenting their email marketing list is key to running successful email campaigns.

In fact, many customers have come to expect this high level of personalization. A report from AgilOne found that 79 percent of U.S. consumers expected personalized experiences with the brands they shopped with and that 50 percent expected them to remember their past purchases.

Fortunately, it is easier than ever for eCommerce marketers to meet these high expectations. Now, we have automated marketing tools that allow us to easily segment our email list, giving subscribers the personalized experience they crave.

With the abundance of affordable marketing tools these days, there isn’t a reason to not segment your email lists. Not doing so can significantly hurt your online store’s success. If you aren’t convinced yet, here are four major reasons why your ability to segment your email marketing list is directly tied to your success.

1) Improves Customer Satisfaction

Everyone is different, so why would you send them all the same email? By segmenting your email list, you can satisfy your customer’s needs by sending them offers and content that are tailored to them specifically. This will improve the customer experience and increase their chances of converting.

For example, let’s say that you have customers who purchased a skincare item from your eCommerce store. Because this item will eventually run out, you can build a customer segment based on customers who purchased this item and send them a gentle reminder to reorder before they run out of the product. Not only can this increase your conversions, but many customers are grateful for the reminder.

What’s more, this segmentation strategy goes far beyond satisfying a single customer. A happy customer wants to share their experiences with everyone, which means that segmenting your emails can lead to more referrals. According to a Nielson Trust Study, referrals from family and friends are the most trustworthy type of marketing.

Simply put, segmenting your email list satisfies current customers and can potentially expand your customer base.

2) Boosts Open and Click-Through Rates

If you want more people to open your emails and click the links inside them, then sending them relevant content is a must. By segmenting your email marketing list, you can significantly increase both of these key metrics.

There are many ways in which you can increase your opens through email segmentation. One effective strategy is to build segments based on where they are at in the customer journey. For instance, you could segment subscribers by those who are highly engaged with your content and send them targeted offers.

As for the subscribers who aren’t engaged with your content, segmentation can be invaluable as well. Marketers can segment those who aren’t engaged and set up a re-engagement campaign to try to bring them back.

A good example of this can be seen with Quip, an online collaboration tool. After not using Quip for an extended period of time, you may receive a reminder email like the one below:

This gentle reminder may be all it takes to get a subscriber or customer to re-engage. If they aren’t responsive, then it’s important to take them off your email list. These inactive users may reduce your Sender Score, which could end up hurting your email deliverability.

3) Recaptures Lost Leads

Shopping cart abandonment is a problem that plagues all eCommerce merchants. According to Baymard Institute, the average shopping cart abandonment rate is at 69.23 percent.

Consumers abandon their shopping carts for all sorts of reasons, but the good news is that you can bring them back with the power of segmentation and retargeting. You can set up automated triggered emails, which helps recover lost sales and win back your customers.

The great thing about segmenting your email list is that you can recapture lost leads no matter where they are at in the sales cycle. Sending targeted emails that re-engage them at the right time will maximize your conversions and have a huge impact on your store’s success.

4) Builds and Sustains Customer Relationships

Gaining new subscribers and customers is important, but nurturing the relationships you have with existing customers is key to building a loyal customer base. If you need reminding how valuable loyal customers are to your online store, then consider this study by Adobe which found that repeat customers are 9x more likely to convert than a first-time shopper.

People have subscribed to receive your emails because they have faith that you will provide them something of value. By segmenting your subscribers based on their interests, you can send them personalized content that they will enjoy.

You can also take advantage of segmentation by setting up triggered emails that welcome new subscribers or send discounts to subscribers on their birthday. With an automated marketing platform, this is incredibly easy to set up and a great way to boost loyalty in your subscribers.

Segmenting your email list is also essential for online merchants who have their own loyalty programs. Sending these members exclusive content and promotions is an effective way to keep them subscribed and further increase revenue and profitability.

Final Words

If you aren’t convinced that email segmentation can bring you a better ROI, there are plenty of success stories that may sway you on the matter. Consumers demand personalized and highly targeted messages and those who don’t provide will find themselves falling behind. By segmenting your email list, you can increase the impact of your message and boost your bottom line.

Don’t Guess, Test!

At Email on Acid, testing is at the core of our mission. After you’ve finished segmenting your lists, ensure the email looks fantastic in EVERY inbox. Because every client renders your HTML differently, it’s critical to test your email across the most popular clients and devices.

Try us free for 7 days and get unlimited access to email, image and spam testing to ensure you get delivered and look good doing it!

About the Author

Erika Brookes

Erika Brookes

Erika is the Chief Marketing Officer at Springbot where she leads all brand, product, marketing campaigns and communications. In her limited free time, you’ll find Erika running through Atlanta with her yellow labrador Sunny or sharing marketing insights on Twitter.

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