With email segmentation, you divide your email list into smaller groups based on their demographics, behaviours, interests, and lifecycle stages.
Some examples include:
- Demographics segmentation: age, gender, location
- Behavioural: what they buy, what they consider buying, what they click on
- Lifecycle stages: awareness, consideration, active customer, lapsed customer
- Abandoned cart: a segment for customers who add products to their cart but don’t complete the purchase
It’s essential that you tailor and personalise each email you send within each segment.
Segmenting your subscribers into different categories allows you to target them more directly and effectively. But how do you begin?
⚡️1. Welcome series #
This email segment is dedicated to onboarding new subscribers (people who signed up in the last 30 days) with relevant information and offers. These emails encourage new subscribers to explore your website and offers.
Include many effective call-to-actions in these emails, as these will keep your new customers engaged. Their interest is fresh, and they are keen on learning more about you, especially after subscribing.
⚡️2. Reward loyal customers with special offers #
Having a designated segment for loyal customers is a good marketing strategy. It typically costs more to attract new customers than to retain existing ones. This segment can include long-time and regular buyers.
Customers like feeling special; this segment should show them how much you value them.
These emails highlight the benefits of being a loyal customer, like exclusive access to sales and new offerings — particularly if your offerings relate to their purchase habits — or early notifications about upcoming prize draws.
Use the data you have on your customers’ purchase history to get creative with your segments.
⚡️3. Target subscribers with high open rates #
Having a high open rate is good; it means your subscribers are interested in your business — they open your emails for a reason.
To keep these subscribers engaged, create a designated segment for them and email them the same type of content you would to long-time or repeat buyers: unique offers, the latest updates, promotions, and other fun, memorable content.
By reaching them this way, your click rate might increase as well.
⚡️4. Reel in idle subscribers #
Create a segment for the subscribers who open less than 10% of your emails. As they’re inactive, don’t be afraid to experiment with your ‘winning them back’ strategy.
You can try to send them more emails, which will catch their attention but may risk them unsubscribing. You can also send fewer emails but risk getting lost among inbox clutter. It’s best to find a middle ground — try what works for you, but make sure every email you send is meaningful and engaging.
⚡️5. Gently nudge those who don’t buy #
To build a loyal customer base, create a segment for those with high click rates but who don’t buy anything (e.g. they abandon their cart).
For example, you could email a customer to remind them of their abandoned cart — perhaps not after five minutes of them leaving it, as that might be too much, but after a couple of hours. Send gentle reminders, like: ‘Your cart is waiting for you!’ or ‘Don’t leave your favourites behind!’ and incentivise these customers to finish their purchase.
⚡️6. Respond to changes in behaviour #
Customers will change their behaviour — someone who was a regular buyer suddenly stops. There can be numerous reasons for this that are out of your control, but you do have control over your marketing strategy.
Continue experimenting and test some re-engagement strategies for a segment list of customers who, for example, used to be regular shoppers but fell away six months ago. A survey to learn more about their experiences is a great way to better understand your subscribers.
Remember to analyse your open, click-through, and unsubscribe rates to identify which segments respond to your email strategy. Adjust your segmentation strategy accordingly to keep building a loyal audience.
At Zap, we provide expert advice on email marketing and segmentation. Contact us if you’d like to build a loyal customer base.
