Susan Gilbert
July 11, 2019

Use Email Segmentation to Improve Your Business Communication

Email Segmentation

Are you getting a strong ROI from your current email marketing strategy? You might be missing out on valuable prospects if you are not sending your messages to an interested list of subscribers captured from your website or through your social media campaigns.

According to Hubspot, email is still a preferred way for 73 percent of millennials to receive information from companies. And Leighton Interactive reports that segmentation will continue to be an effective tool now and in the future.

In order to increase sales, you need to focus on a particular group of subscribers with remarkable content that they have already expressed interest in. This could take the form of helpful tips, a free report, exclusive video, and more.

Targeted email automation can help save your business valuable time and help build better relationships with your subscribers. A personalized approach that includes valuable offers can go a long way in encouraging someone to make a purchase.

In each phase of segmenting your lists, you are honing in on the specific pain points of your leads by focusing on the “why” of signing up in the first place. According to marketing expert, Neil Patel, the “batch and blast” approach yields very little results.

Here are a few different examples to follow:

  • New product and feature announcements
  • A video or webinar invitation
  • Exclusive tips and tricks
  • A discount code or free offer
  • Social media channel updates

These are all great ways to transform a subscriber into a prospect after gaining their trust in a targeted message that appeals specifically to their needs and desires.

You may also want to read: 7  Email Audit Tips And Why You Must Audit Your Campaigns

How to Create an Email Campaign Using Segmentation

If you use any of the major email service providers then you may already have an autoresponder in place. In order to make this more effective, you will want to tailor your campaigns to each list. If you are just starting out, plan ahead of time to segment now in order to save more time later. Here are a few ways to set this up:

1 – Create a Keyword ‘Tag’

In your email software, you will want to create a ‘tag’ according to the links clicked on from your website or marketing campaigns. The goal is to send your messages to a very select group instead of all of your lists in order to generate more interest.

2 – Provide a Reason To Stay a Subscriber

Show your subscribers that your business is interested in learning more about their specific needs with targeted questions. In return for their answers offer subscribers a free eBook, report, product or service, etc.

Incentives increase open rates with the reward of adding something of value that your audience can really use. Once they have tried what you have to offer, they will be more likely to return for a full purchase.

You may also want to read: How Machine Learning Can Improve Email Marketing

3 – Write Headlines That Will Not Get Missed

Before you create a campaign, use a good analyzer to find out how your headlines stand out. The more broad or common the title, the more likely your message will be deleted or just ignored. The best types of headlines appeal to the reader’s emotions right away and provide them a reason to open your email. Hubspot provides these recommendations:

  • Use conversational worlds like, “Uh-oh” that don’t sell directly
  • Include humor
  • On occasion, use emojis to capture people’s attention
  • Create a sense of urgency such as something that will expire soon
  • Pique the reader’s curiosity
  • Write something that is intriguing
  • Appeal to a specific problem such as affordability
  • Provide a warning

4 – Use Follow-up Emails

Remind your subscribers what they opted into and why. Create a consistent schedule according to your own emailing agenda. It’s important not to send too many messages to your prospects and overwhelm them with information.

You may also want to read: 9 Easy Email Hacks To Increase Open Rates

5 –  Showcase a Product or Service

Send out related information and tips in regard to what your subscribers have signed up for. Ask the readers’ opinion or feedback on what they liked or didn’t, and how your business can better meet their needs. Not only can you remind the reader about your company, but you can write better messages specifically tailored to them through their specific communication.

In Closing

Email segmentation in your marketing campaigns can greatly improve your open and click-thru rates, and later on conversions. Measure which of your lists are responding the most to your messages so that you can improve your approach and reach them where they are at.


Featured image: Copyright: ‘‘ / 123RF Stock Photo

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Online Marketing with Focus - Let Susan Guide you to Online Success. Especially loves to help Authors, Speakers, Coaches & Entrepreneurs. Susan Gilbert uses her laser focus knowledge to coach and provide online marketing and social sharing programs. Author and publisher of several books including “The Land of I Can,” and “KLOUT SCORE: Social Media Influence,” Susan combines online marketing with strategic thinking. Follow her Digital Marketing Tips at her blog: