Ideas for Segmenting Your Email List

Segmentation of your lists not only will make it easier to manage your contacts, but is also essential for delivering relevant, valuable content to the right recipients when they want it. While there are numerous segmentation strategies, it is important to recognize all companies are different; therefore you should develop segmented groups based on your unique contact lists. The following are various segmentation techniques for businesses to get the most out of their email marketing strategy.

Engagement/ Interest
By looking at your email reports you can determine what recipients are the most engaged with your brand and are most interested in what you are offering. The recipients who regularly open your emails should be segmented into a group of their own. Concentrate on building a strong relationship with these contacts as they will most likely be the greatest value to your business.

World Wide WebGeography
Segment contacts into different groups based on their geographic location. People living in the Southwest probably wouldn’t want to receive emails about the best snow tires or new winter jackets, just as customers on the east coast aren’t interested in attending a sale you are promoting at a location on the west coast.

By product or service purchased
Your business may offer a wide range of products to your customers. If you have sales data about what particular products certain recipients have purchased in the past, segment them by product category. You can then construct different campaigns that highlight similar products that may be of interest to each group.

Survey FormDemographics
Separate your list into different groups based on the demographics of your recipients such as gender, age, lifestyle, etc. You may be saying to yourself, “I don’t have the information to segment my contacts in this way.” To obtain information to better segment your lists, you may consider requesting recipients complete a survey while advising them that the information will only be used to better serve their specific values and interests.

While some digging through sales data and interpretation of reports will be necessary to segment your lists well; an organized and well managed list will be extremely beneficial for your business.

We would love to hear some of the successful segmentation techniques you have used to better serve your recipients!

About Tommy Romano

I Have lived in Colorado my whole life. I recently graduated from the University of Colorado with a degree in Business Administration with a Marketing emphasis. Swiftpage brought me on board in August of 2012. In my free time I engage in anything and everything sports related. Whether I'm playing them myself, attending sporting events, or watching ESPN, sports are my life outside of work.

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