In the world of digital marketing, we’re driven by key performance indicators (KPIs), such as engagement with our audience or customers through impressions, open rates, click-through rates, and conversions. In our experience, nothing has proven to be a better catalyst for hitting these KPIs than list segmentation.
List segmentation is absolutely key to sending your most targeted and relevant messaging possible—and it leads to big-time results. According to eMarketer, 39% of email marketers who practice list segmentation get better open rates, 28% see lower opt-out and unsubscribe rates, and 24% see better email deliverability, increased sales leads, and greater revenue. However, Campaign Monitor found in their 2018 Email Marketing Industry Report, 63% of marketers say less than half of their emails are segmented.
Since every audience is different, there’s no single way to segment a list, but here are five quick ideas that have been effective for many brands we’ve worked with. Use one, some, or all of these ideas to start sending more personalized messages and boost your success rates in no time!
1. Gather Customer Data From the Get-Go
Want to start segmenting? First, you need to gather some information about your subscribers! This signup form from Catbird asks for a lot of info right out of the gate. While we don’t normally advocate putting this many fields on an email signup form, Catbird does a smart thing by only requiring the email address. That way, each new subscriber gets to choose whether or not they want to share information like their location and birthday during the signup process. It’s a win-win - consumers stay happy and in control of their experience, and Catbird gets the opportunity to find out more about their audience from the start.
2. Say Happy Birthday!
A personalized birthday message is the bare minimum in the email marketing game these days, so if you can get a hold of the data, it’s a great way to start segmenting your subscribers. This sort of message gives people a nice, warm-and-fuzzy impression of your brand. Plus, birthday emails can lift conversion rates by 60% over non-birthday email messages with the same offer (ClickZ), making them an incredibly effective marketing tactic.
This doesn't just apply to birthdays, either—any sort of date-based segment, like signup anniversary or last visit to your brick-and-mortar store—can serve as a helpful way to break up your audience and deliver relevant messaging.