Mastering The Art of Email Marketing Segmentation

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Today’s successful marketers are delving deep into the world of email marketing segmentation and personalisation, understanding that every subscriber is unique. Gone are the days of generic one-size-fits-all email blasts. Sending the right message to the right people, at the right time, results in higher open rates, more clicks and conversions, as well as lowering unsubscribe and bounce rates.

MailChimp’s recent ‘Clustomers’ campaign brilliantly spotlighted the perils of the homogenised approach, where businesses unwittingly lump together customers with different needs into one indistinguishable mass. Their campaign, which aimed to raise awareness about MailChimp’s AI-powered segmentation tools, struck a chord with the common challenge marketers face—how to effectively customise communications. Cleverly visualising this challenge as a huge human Clustomer ball.

Inspired by MailChimp’s campaign, we’re excited to share five personalisation tips that can elevate your email marketing game to connect with your Customers, not your Clustomers.

1. Know Your Audience Inside Out

Understanding your audience means gathering data beyond just an email address. For retailers, email marketing segmentation could involve useful demographics. For instance age, gender, life stage, purchase history, buying habits, wish lists, affluence, and typical spending patterns. Whereas B2B marketers might focus on job roles, industry sectors, and sales funnel categorisation. The more that’s known, the better you can tailor messages.

2. Aligning Goals With Email Marketing Segments

Clarify the objectives of your email and target just the email marketing segments of your database that align with your goals. For example, retailers might target those who have previously purchased a product with another harmonised product, send an offer based on their browsing history, or reach out to those who abandoned carts. B2B marketers may focus on service offerings that are industry-specific or tailor their language according to what stage of the sales funnel a contact is in.

3. Leverage the Power of Automation

Segmenting a growing subscriber list manually can be a daunting task. Enter automation tools like MailChimp, HubSpot, and Constant Contact. These platforms offer segmentation features, allowing you to create, manage, and update segments effortlessly. Automation ensures accuracy and saves time.

4. A/B Testing 

Experiment with different criteria and combinations to identify what resonates most with your audience. Maybe it’s age or location-based, industry sector, or behaviour campaigns. A/B testing insights enable you to fine-tune your approach.

5. Keep Email Marketing Segmentation Current

Market dynamics and customer preferences are in constant flux. Regularly review and update your segments to keep pace with changes. Add new segmentation criteria, remove redundant ones, or refine existing segments. By fine-tuning your segments, your emails will remain relevant and of interest.

 

Need Some Help?

There is great power in personalisation. Delivering the right message to the right audience at the right time can forge positive relationships with your customers and prospects.

Need some help transforming your email marketing efforts into meaningful, impactful conversations? Get in touch or book a discovery call let’s talk.