How to Segment and Target Your Emails Like a Pro

If you want to ditch generic emails and craft messages that’ll truly resonate with your audience, then try email segmentation: the secret weapon for driving sales.

We understand the importance of tailoring your message, which is why we’ve created a detailed guide packed with actionable tips to help you segment your email list and build targeted campaigns that’ll help you get the results you’re after.

Email Segmentation

What is Email Segmentation?

Imagine working in a bustling London department store. Your approach would differ when dealing with a fashionista browsing designer handbags versus a young student looking for a new backpack, wouldn’t it?

Email segmentation works the same way. It’s the process of dividing your email list into smaller, more targeted groups based on certain criteria. This allows you to send highly relevant emails that speak to each subscriber’s needs and interests, leading to:

  • Increased open rates: People are more likely to open emails they find interesting and relevant.
  • Improved click-through rates: Targeted CTAs are more likely to be clicked.
  • Boosted sales and conversions: Relevant emails lead to higher conversion rates.
  • Enhanced customer loyalty: When subscribers feel valued and understood, they become loyal brand advocates.

To back this up, a Campaign Monitor report recently revealed that more than 75% of email ROI comes from segmented campaigns, yielding higher open and click-through rates than generic blasts. That’s a good-enough reason to start segmenting your contacts, don’t you think?

How to Segment Your Email List

Now that you’re convinced of the power of email segmentation, let’s dive into the practical steps involved.

Step 1: Gather Your Data

The foundation of successful segmentation lies in understanding your audience. Gather data points like:

  • Demographics: age, location, gender.
  • Behaviour: pages visited, time spent on site, downloads.
  • Purchase history: past purchases, preferred products/services.
  • Engagement: open rates, click-through rates.

Step 2: Identify Your Segments

Based on your data, develop different customer segments. Some common segmentation strategies include:

  • Demographics: Target emails based on location, age group, or other relevant factors.
  • Interests: Segment based on subscribers’ interests gleaned from website behaviour or past purchases.
  • Engagement: Target highly engaged subscribers with exclusive offers, while re-engaging less engaged subscribers with win-back campaigns.
  • Lifecycle stage: Tailor your emails to different stages of the customer journey, from welcome messages for new subscribers to nurturing emails for existing customers.

Step 3: Choose Your Email Marketing Platform

Most email marketing platforms such as Mailchimp, Hubspot and Zoho offer built-in segmentation tools. We can help you choose the right platform that aligns with your budget and marketing needs. Feel free to contact us for a free consultation today.

Step 4: Craft Targeted Email Campaigns

Now for the fun part! Create targeted email campaigns tailored to each segment. Here’s what to keep in mind:

  • Content: Create engaging content that resonates with specific needs and interests.
  • Calls to action: Craft clear and compelling CTAs that drive desired actions.
  • Email design: Maintain a consistent brand voice and design aesthetic throughout.

Step 5: Track and Analyse Results

Don’t just set it and forget it. Always track and analyse your email campaign performance using your chosen CRM. Monitor open rates, conversion rates, and unsubscribe rates. Clickthrough rate is an absolutely crucial KPI too; of 190 marketers surveyed, Hubspot found that 33% ranked clickthrough rate among the top two metrics to track when optimising campaigns. Such data helps you refine your segmentation strategy and improve future campaigns.

Beyond the Basics

Now that you’ve mastered the fundamentals, let’s explore some advanced segmentation techniques to further refine your targeting:

  • RFM Model: This customer segmentation model considers Recency (last purchase), Frequency (purchase history), and Monetary value (average spend) to identify your most valuable customers. Tailor exclusive offers and loyalty programs to this segment.
  • Behavioural Targeting: Segment subscribers based on specific site actions, like abandoning a cart or downloading a white paper. Send targeted emails that address their pain points or nudge them towards conversion.
  • Purchase Intent Targeting: Leverage website behaviour and purchase history to identify subscribers who’re actively considering a purchase. Send them timely emails with targeted promotions or special offers.

Segmentation Inspiration

Feeling stuck for segmentation ideas? Here are some examples to inspire you:

  • E-commerce fashion retailer: Segment by gender and purchase history (dress vs. sportswear) to send targeted promotions.
  • Travel agency: Segment by age and interests (luxury travel vs. budget backpacking) to curate relevant travel packages.
  • Financial services provider: Segment into new/existing customers, and product usage (savings account vs. investment portfolio) to offer tailored financial advice.

The Takeaway

Email segmentation is a powerful tool that can transform your email marketing strategy. By segmenting your list and creating targeted campaigns, you can create a more engaging and rewarding experience for your subscribers, ultimately driving sales and customer loyalty in the process.

See For Yourself

Saturate is a team of passionate digital marketing experts offering a comprehensive suite of digital marketing services, including segmentation strategy, campaign creation, and performance analysis. Contact us today for a free consultation and let’s discuss how we can help you unlock the power of email segmentation and achieve your goals.

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