Email segmentation enables businesses to break their customers and prospects into specific groups, in order to send them more relevant messaging and offers. How do you segment your company’s email customer list? If you’re like the vast majority of marketers, you segment by past activity data such as opens and activity.
Next to historical activity, demographic data is the second most popular segmentation option, with 72% of marketers surveyed by Experian indicating they use this method. Seventy percent segment customers on their email lists by past transactions and 68% by recency (the amount of time they’ve been on the list).
Less popular segmentation options are value (39%), engagement (27%) and language (16%). The least used option in the survey was “None,” though results still indicate that 6% of marketers aren’t segmenting their email list at all. Are you one of those people?
Sujan Patel wrote a great step-by-step guide to email segmentation for beginners at SEJ and broke it down into 3 steps:
- Learn how your email marketing program handles list segmentation.
- Break your list down into popular segments (try some of the above).
- Customize messages by segment and track the results.
Of course, #3 is mission critical and is the reason you’re working on the first two steps. Segmentation allows you to speak directly to your customers with targeted, relevant messaging. Check out Sujan’s guide for more info on each of the above steps.