Target Your Customers Using Email List Segmentation

Written by Nick Stamoulis

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As an email marketer, you need to know how to target your customers. Even if you only have a few customers, it is wise to segment them and send the right content from your marketing efforts based on their interests and purchase history with you.

Email marketing can be overwhelming if you’re starting. By consistently targeting segments of your list, you can ensure that the people who don’t want to receive your emails are effectively removed so that no one has to be annoyed by them.

However, this process can be time-consuming, especially if you have thousands of customers and need to create thousands of segments. Here are a few tips on segmenting your email list to save time.

Segmenting your customers requires you to have a solid email marketing platform, and you need to be able to create segments through it. You should also be able to send automated emails based on the actions you have set up.

Different platforms have different versions of this, but it’s important that whatever software you are using allows you to segment your list individually or in groups to identify who is in each group and the actions they’ve taken.

How to Segment Your Email List

1. Segment by demographics.

Segmenting based on demographics is the most common way to segment your list of customers. You can set up segments based on their country or region, and then you can use this segment to send different content that specifically relates to this group.

For example, you might offer a discount for shipping within a specific area and then send an email to encourage them to take advantage of this deal.

2. Segment by interests.

Another way to segment your list is by the interests of your customers. You can set up segments representing certain pinnacles in their lives, such as retirement, college, marriage, motherhood, or others – and then target these segments to send more relevant emails.

For example, if you know that a certain segment of your list is interested in retirement planning, you can send an email to encourage them to save money for retirement.

3. Segment by purchase history and products bought.

Another way to segment your list is by how much they have spent with you and what products they’ve purchased from you. For example, if you have a list of customers who have purchased more than $400, you can create a segment and encourage them to purchase more (regardless of what they buy).

You can do this by purchasing history too. For example, suppose you have customers who have purchased a product within 24 hours of signing up to your list. In that case, you can create a segment called ‘A/B Split Test’ and send them two different versions of the same email campaign so that each customer receives one version and can see which version is more successful at converting people into buyers.

4. Segment based on what they purchased.

You can segment your list based on what they purchased with you and then continue to send follow-up emails encouraging them to buy more of the same product.

For example, if they purchased a certain product, you can create a ‘Thank You (product name) Buyers’ segment and start sending them more emails related to that product.

Depending on your product category, you can also segment by which category they belong. For example, if you sell furniture, you can create a ‘Furniture Buyers’ segment and send an email that encourages them to buy more from this category.

5. Segment by likes and dislikes.

Suppose you know that your customers like a certain company, then you can use this information to send them emails encouraging them to like your company as well. You can also use this information to send them more updates about what’s happening at your company.

If you know that they don’t like a certain company, you can also use this information to send them emails regarding ways to stay away from this company.

Using these different segmentations, you should better target your customers with your email marketing campaigns and help them become more engaged with the messages you send them.

It is important to keep in mind that whoever you are, your customers will want to receive all the emails you send. So have a plan beforehand so that you can send the right messages.

You should also have a timetable and apply this plan in your email marketing efforts. Without an update on what you’re doing with the emails you sent, no one will know when they’ve been read or haven’t been read.



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