Email marketing is already known to provide one of the best returns on investment (ROI) of any marketing communication channel. But there’s always room for improvement!
One of the best ways to maximize your email marketing ROI even further is by list segmentation. This process involves splitting your subscribers into different categories to send more targeted and relevant email marketing content.
Today, we’ll discuss a handful of list segmentation strategies that you can apply to your own email marketing list. Give it a shot before your next email marketing campaign.
1. Past Email Activity
Try to gauge each subscriber’s level of engagement with past email marketing campaigns. Who’s opening? Who’s clicking links? Who’s forwarding the email on to someone else? Also important, who’s NOT doing those things? Dive deep into your email reporting metrics to figure out which subscribers interact the most with your messages and specially target the ones that don’t.
Demographics are imperative for list segmentation. Age group, gender, education level and household income are all demographic examples that you can use to better segment your list. What’s an ideal way to collect demographics? Request them during the subscription process! You can also use email surveys to help collect demographic information from existing subscribers. Store all this data in your customer relationship management (CRM) system.
3. Geographic Location
Segmenting your list by city or state can be a great audience targeting method. This helps make your email marketing campaigns more relatable to the recipient, with a special offer for their area, or a local event they would like to know about.
4. Send-Time & Frequency
We’ve talked about it before on our blog: email send-time best practices. It is important to keep in mind so that your email doesn’t get buried in the inbox. Also, email frequency is a very helpful list segmentation method. Ask your subscribers when and how often they prefer to hear from you. Accommodating their preference is best for your campaign performance!
These list segmentation techniques all have the same purpose: increase relevance to your recipients and improve email conversions rates.
What better way to improve your email marketing ROI?