To take advantage of the benefits of email segmentation, businesses can use several strategies to collect customer data and segment contact lists.
1. Choose an email marketing platform
Many small businesses start creating contact lists using standard email software, such as Microsoft Outlook or Gmail. Still, email marketing platforms need to manage multiple lists and communicate with larger audiences.
An email marketing platform can act as a database for all business relationships. With the ability to collect data and use it for list segmentation, companies can send customized emails while focusing on improving delivery rates and reporting email marketing engagement.
HubSpot, ActiveCampaign, MailChimp, and Constant Contact are some email marketing solutions.
2. Send a welcome email
When businesses go into a database with little or no information, they often don't know which list to put a prospect on.
Marketing teams can direct users to content they might be interested in by sending them a welcome email with various links and content recommendations. By doing this, users can determine which list they are best suited for.
This email may also direct recipients to a form that must be filled out for the business to collect data from initial database entries and provide customers with more insight into the type of email they should send.
3. Track customer entry points
Tracking when website visitors arrive and what content they engage with is critical for businesses to deliver relevant content and email marketing to customers.
By including visitor converters, such as contests or advertisements promoting a particular product line or service, on the landing page of a website, businesses can convince visitors to become customers and learn what information and content users are interested in.
Businesses can use web analytics software like Google Analytics to monitor traffic, clicks, and bounce rates on the websites customers and prospects visit. Armed with this knowledge, marketers may include relevant material in subsequent email marketing campaigns to address the customer's recommendation needs and interests.
For example, if a prospect interacts with a piece of top-of-funnel information, an organization can group the user into a list of contacts who have downloaded that content. Subsequent emails can deliver content that helps them further down the sales funnel.
4. Engagement segmentation
Often, a company runs several marketing campaigns at the same time. Marketing teams can use engagement-based email segmentation to decide where to place a person in a campaign or process.
For example, if the goal of a marketing campaign is to encourage potential customers to download a white paper, a business could send emails to users continuously until they interact with the information.
Businesses can add users to other lists or marketing campaign streams once they interact with material offering their next item or offer. Providing each user with the right material at the right time keeps users in the sales funnel and keeps stickiness high.
5. Send emails based on cart abandonment
Both B2B and B2C businesses can satisfy this combined approach. According to a Baymard Institute study, 68 percent of shopping carts are abandoned before they are filled with items.
Emails can rekindle the initial excitement of buying that product by using the cart abandonment program, often with a discount.
Form scrappers are a reality for B2B businesses. Maybe the visitor wasn't interested in the offer, but re-engaging them with other offers is a similar tactic that e-commerce businesses use to convert leads.
6. Send referral emails
Customers and prospects who recommend the brand to other companies are the best customers in a company's database. Businesses can launch email campaigns to these contacts, ask them for referrals, and even publish their case studies online by segmenting these contacts into their lists.
Keeping lines of communication open with this group will increase brand equity and referral-based revenue.
Takeaway
Not all brands with state-of-the-art marketing automation tools use email marketing segmentation as a strategy. If you have a major email marketing service and a little imagination, you can start targeting your audience with these simple segmentation strategies in no time.
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