Segmenting Subscribers to Drive Increased Email Response

Colleen Preisner

2 minute read

We’ve said it before and we’ll say it again–personalized marketing is the center of inbound marketing. The same goes for email. If you include all your subscribers in one list, you’re assuming they are all the same person (same interests, same title, same industry, same hair color, etc.). People want to feel unique in today’s digital world. Personalizing and segmenting your email subscriber lists will help you increase delivery, open rates, and engagement with your call-to-action.

In the recent State of Email Marketing Report by The Relevancy Group, it was identified that only 32% of marketers know the quality of their email subscribers. This is a huge gap in your email marketing program and a wasted opportunity to target your message. When you know which subscribers are more valuable based on their engagement level, you can segment and deliver specific content in order to increase relevancy and engagement.

Segmenting doesn’t mean changing your entire brand, messaging, and offering. It means using details specific to the user to craft your brand’s message in a different light. SMS goes hand in hand with email marketing. It’s mobile-targeted (where a majority of email is opened and read), and it engages your audience. A brand that segments its list based on known factors such as weather, location, interests, and common buying traits has a much better opportunity for success than the companies that don’t. A clothing store, Urban Outfitters, uses in-app messages and SMS to send personalized and geographically-unique messages to users to increase retention, engagement, and sales.

Email marketing drip campaigns can be used in the same way as SMS and in-app messaging: with segmented lists. Automated drip campaigns are a sequence of emails that a user receives in a set time period based on specific criteria or traits for that user. A typical workflow is based around “if-then” queries and timing (i.e. send Monday-Friday based on location time-zone). The highest converting drip campaigns are ones with a CTA that allows the prospect to reply to the email campaign. This is an automated way to qualify your prospects without having to do much work. It’s good when you have a user reply to an email, but it’s better when you understand which email they’ve replied to because that gives you better insight into which area of service or product in which the user is interested. With segmented lists, you can better target your nurture stream emails. This means the more granular your data is and the more relevant the content becomes, the more success you’ll achieve!

One important thing to remember is to focus on the customers’ experience and their buying journey. Use personalization tokens to fill in the information the customers have already given you to drive better responses. This will help drive the results you’re working towards when it comes to engagement, retention, and (most importantly) increased conversions. Make sure you’re hitting all the right marks when it comes to properly segmenting your subscribers.

How do you segment and personalize your SMS or email marketing lists?

Trendline Interactive

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About the Author(s)

Colleen Preisner

Two decades of experience in the financial services industry. Fanatic of insight-based marketing strategy, having worked in nearly every marketing discipline. She leads Trendline’s Client Services teams across North America. Follow Colleen on LinkedIn

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