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Segmenting Your List for Highly Targeted Campaigns

The cornerstone of effective email marketing is sending the right message to the right recipient at the right time. Mass blasting your entire list with the same generic content and offers results in low open and click-through rates.

The solution is strategic list segmentation. By dividing subscribers into targeted lists and groups based on traits like demographics, interests, behaviors and engagement you can personalize messaging for maximum impact.

This comprehensive guide will explore list segmentation best practices along with how to technically set up segments within major email service providers to boost conversions. Let’s dive in!

Why Segmentation Matters

Relevant messaging outperforms generic batch email.

Improves Open Rates

Readers are more likely to open and read emails tailored specifically to them based on their unique traits and preferences.

Increases Click Throughs

Segmentation allows promoting the most relevant offers, products and content to each group resulting in more interest and clicks.

Strengthens Relationships

Personalized communication shows the reader you understand and respect their specific needs versus treating them as just another nameless recipient.

Prioritizes Key Audiences

Segmenting allows focusing extra attention and customized campaigns on high-lifetime-value customers, evangelists and power users critical to your business.

Limits List Fatigue

Readers receive only messaging applicable to their demonstrated interests rather than every promo under the sun. Prevents message fatigue.

Enables Targeted Surveys

Solicit feedback from specific list segments to uncover segment-specific needs for tailored new offerings and messaging angles.

Common List Segments to Consider

Divide audiences into these buckets for aligned messaging:

Demographics

Gender, age range, ethnicity, parenthood status, relationship status, occupation, education level, geographic location and more.

Interests and Passions

Topic preferences, lifestyle pursuits, hobbies, skills, purchasing motivations, social/political leanings and pop culture affinities.

Purchase History

Groupings like first-time buyers, repeat customers, loyalty tiers, total spend levels, recency since last purchase, purchased products/services and more.

Engagement Levels

Groupings based on email open rates, link click frequency, website page views, event attendance, social sharing, completed surveys and willingness engage.

Customer Lifecycle Stage

Segments like cold subscribers, newly onboarded, active users, inactive churn risks, loyal evangelists.

How to Technically Set Up Segments

Follow provider specific steps to configure segmentation within your email platform:

ConvertKit Segments

Add subscribers to Sequences first, then create Segments referencing which Sequences they belong to. Send broadcasts targeting Segments.

Mailchimp Segments

Under Audience dashboard, create segments using filters based on audience fields, tags, purchase data, activity metrics and interests. Manage under Lists.

ActiveCampaign Segments

Navigate to Contacts > Segments. Use available filters or create advanced segments via customizable filters and conditions. Save each as reusable segment.

AWeber Segments

Under Communicate tab, create saved segments using available filters for demographic, engagement and subscription criteria. Use when broadcasting.

Drip Segments

Add Subscribers to tags first. Then under Segments tab, create segments based on tag inclusion/exclusion. User for targeting broadcasts.

Klaviyo Segments

Create filtered lists under the Segments section combining criteria like tags, custom fields, activity metrics, location and more. Manage under Lists.

Best Practices for Effective Segmentation

Follow these tips for successfully leveling up with segmentation:

Limit Over-Segmentation

Avoid getting overly granular creating numerous hyper-targeted groups with minimal reach. Keep major segments large enough for relevance.

Name Segments Intuitively

When naming segments, use clear descriptors the team will easily understand like “NY Subscribers Under 30”. Don’t rely on cryptic ID numbers.

Apply Tags for Flexibility

Leverage tags to place subscribers in multiple flexible segments rather than locking into a single static list. Ex. Ex. tag by interests, demographics, lead source etc.

Analyze Performance

Compare open rates, click through rates, conversion rates and engagement across segments regularly. Double down on what converts. Refine what lags.

Refresh Stale Segments

Delete inactive segments or those no longer converting. Tweak filters for underperforming segments to optimize.

Test New Groupings

Try fresh attributes for segmentation. Survey readers to uncover new demographic, interest and behavior insights that could inform segments.

Email segmentation powers hyper-targeted campaigns and personalized experiences optimized for relevance and engagement. If manually sorting and messaging hundreds of micro-lists seems daunting, marketing automation tools can automatically send the matched content to each reader for you hands-free. Take advantage of segmentation features provided by your chosen email platform for next-level connection with your audience.

By Dani Davis

Dani Davis is the pen name of the writer of this blog with more 15 years of constant experience in Content marketing and informatics product, e-commerce niche.

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