Email marketing is one of the most effective online methods to generate sales. Out of all the online sales in 2012 and 2013, it accounted for one-quarter. That was the third best behind organic and direct searches.
The results of your email campaigns depend greatly on your email list contacts. If you send them the right content at the right time, then you are more likely to achieve better sales. However, many different customer groups might subscribe to your email list. These different groups need to be considered separately if you are to have the best results from your campaigns.
Not considering these groups separately, you could lose subscribers which could have been paying customers further down the line.
That is why you need to adopt email list segregation. Separating the contacts into different groups and sending each a unique email based on chosen criteria will increase engagement and improve results.
Your email list segregation criteria can be based on a number of different factors, here are a few suggestions:
1. Whether They Are A Paying Customer
The simplest split would be to create two mailing lists. One email list would be for those people who are paying customers and another for those who are not. You would be aiming to up-sell or cross sell to paying customers, whereas non-customers should be funnelled down the sales path to become a paying customers. Once they have made that transition, they can be moved to the paying customer email list.
2. Their Product Preferences
If you offer a number of distinct products that could be categorised into different topics then this might be a good option for your mailing list. For this you are looking to split customer details into smaller groups based on what content they’ve been looking at.
The best way to achieve this is to run a blog and have a subscribe button that relates to one of these groups. Another method is to give away free reports, white papers or ebooks on certain topics and ask for the visitor’s contact details in order to access the content. Then you will be able to identify what is of specific interest to that visitor. Then you can assign them to the relevant email list.
3. Demographic Email List
Sometimes the collection of personal information for the subscribing list can be detailed. In these circumstances you might want to split the list into different demographics. For instance you can have a separate male and female list or for those who are under 30 or over 30.
You could even combine demographics to have those who are female and under 30, female and over 30, male and under 30 and male and over 30.
These suggestions are not exhaustive. Yet they are a good starting point for you. The important aspect to remember is that email marketing is still part of relationship marketing. It takes time to build a relationship of trust but it can be quickened by delivering valuable content the customer feels is relevant for their needs.
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