Simple Segmentation. Serious Results.

Want to stand out in the inbox? Then you’ll need to test, measure and refine every email you send. Part of the testing process involves segmentation. Segmentation comes in many flavours – by offer, by day of week sent, by time of day sent, by subject line or by list – to name a few. And each approach can be simple or sophisticated. Interested in seriously maximizing email results? Let’s look closer at the opportunities and challenges of list segmentation…

Quality vs. Quantity

Let’s think about lists in general. For many marketers a good list is a big list. But are big lists all they’re cracked up to be? In many ways, it depends. But one thing’s for sure; the bigger the list, the more challenging it is to develop truly meaningful content that’s interesting to every reader. And since lack of interest translates into low open and click-through rates, one should think twice about having just one “big” list. Instead think about having multiple smaller lists that when merged together form one big, quality list? The bottom line is simple. You need to be forward thinking when you develop your list building strategy – you need to segment as you build.

Understanding Resources

Understanding resources is part of being forward thinking. Perhaps in the early stages of list development, especially if your lists or budget are relatively small, a “one-size fits all” email is all you can manage. If this is your reality, that’s fine, but respect that you have multiple audiences. Later when the numbers and resources make sense, you’ll be happy you took the “segment as you build” approach since the transition into truly segmented email broadcasts will be relatively painless.

Recognizing Realities

We know the “one-size-fits-all” email isn’t optimal, but we recognize it’s often a reality. This is especially true if you are in the early stages of business development. So if a “one-size-fits-all” email is your reality, remember you still need to speak to each audience. Craft email content into audience segments and design a layout that makes it easy for each segment to scan their specific content.

Maximizing Results

There are a few ways you can really tap into the metrics available in email marketing. One tactic is a close examination of open rates. Odds are you’ve got a bunch of people who almost always open your emails and a few who rarely open your emails. Imagine separating the “almost always opens” group and the “rarely opens” group. Now imagine a strategy that respects these metrics. Begin by sending one email to the “rarely opens” group. Ask them if they want to continue receiving your emails or if they prefer different content, a different communication channel, etc. Ask whatever makes sense in your business. Once that’s happening, then pay attention to the hot list you’ve segmented, i.e. the list of people who “almost always open” your emails. Start treating this list differently and watch response rates reach all time highs. Yes, you might lose some subscribers but the ones you’re likely losing are the “rarely opens” so does it really matter? Serious email marketing requires strategy. If you haven’t got one yet, it’s time to start thinking.