How many spam messages are you missing from your inbox? The Data & Marketing Association (DMA) found that only 13% of people believe half of the emails they receive are helpful.
Despite this grim statistic, email marketing remains an effective channel for nurturing leads and increasing conversions. It generates one of the highest returns–$36 per dollar. Email newsletters are the most popular form of content marketing for 81% of B2B marketers.
How can you make sure your emails don’t go unanswered?
SLTC is a trusted Klaviyo and Hubspot partner. We are also one of the top email marketing agencies in NYC in the US. We empower brands with personalized email strategies that increase open, clicks and conversions. Over a million emails are sent annually by SLTC to brands across eCommerce, B2B and Health & Wellness. We have tested thousands of campaigns and optimized them.
The main message? Our main takeaway?
Segmentation is a way to share a common trait with a group of contacts. Personalization creates content that is specific to each contact. Segmentation can be used to target all people who have purchased an item and send them emails promoting similar products. You can personalize the campaign by using each contact’s purchase history to make recommendations that are unique to them.
Segmentation works
Consumers have come to expect customized content that caters to their needs and tastes in a world where technology is influencing nearly every aspect of our professional and personal lives.
Segmenting your customer list to target specific stages of the customer journey allows for you to provide content that addresses each person’s triggers and drives them to complete the desired action or make a purchase.
These results can be amazing. Segmented campaigns can lead to a 7620% increase in revenue for marketers who use them.
How to Segment
Many small business owners feel overwhelmed by the complexity of audience data and information, and are unsure where to begin. Our advice: Keep it simple.
Depending on your industry, products, and goals, the types of segmentation that you choose to prioritize will depend on which services and products you offer. Begin with the basics: demographics, customer journey, location, behavior and engagement.
Demographics
This segmentation is the most commonly used by marketers. Segmenting your subscribers can be done using information such as income, gender, education and employment.
To increase engagement and convert more customers, create buyer personas.
For example, SLTC created segmented email campaigns for Betsy & Adam – a NYC-based formal dress brand. This allowed them to deliver the right content and drive sales for homecoming, graduation and other formal events.
Don’t Follow the Cart Flows
Are you tired of looking at abandoned carts in your online store? It’s not uncommon to see abandoned carts in your online shop. In 2021, almost 80%” of online shopping carts were abandoned. These visitors can be re-engaged with succinct personalized emails to help them recover a third.
SLTC used Klaviyo for segmenting 41,000 subscribers of The Dogists to deliver relevant messaging to the customer’s current buying stages. An automated abandoned email flow would be activated when a customer views a product, then closes their browser. A different flow would be activated when a customer adds a product to their cart before leaving.
Similar to the welcome and thank-you flows, The Dogist strengthened the brand identity and community of The Dogist. This helped each customer feel valued and supported throughout their entire lifecycle.
Beliefs and needs
Have you ever been asked about your values and interests by a brand? Surveys and quizzes can be a great way to gather psychographic data about your customers. This will allow you to create personalized content based upon their preferences, pain points and triggers.
Localization
Email marketing uses location-based segmentation a lot. This is particularly true for businesses who rely on the location to drive their purchasing decisions. Geographical data can be used for information about local events, offers from local shops, and content delivered in the time zone chosen by subscribers.
Buyer behavior
You can track consumer behavior to improve segmentation and personalization. You can create dynamic content tailored to your customers’ tastes using behavioral data, such as past purchases and average spending. You can recommend the right accessories to go with a new outfit, or set up reminder emails so that they are reminded.
They will buy more products if they are regular buyers. You can also offer discounts to those who buy only from the sale rack to encourage them to buy again.
Engagement
How many people interact with your content on a regular basis? Segmenting contacts by open rates and click through rates allows for targeted follow-ups. You can reward active users with special sales, events, and new features.
Active users and new subscribers may need additional information about your products or brand. You can optimize your copy and increase your open rates by A/B testing your email subject lines.
Email marketing is a powerful tool
Email segmentation is a powerful way to personalize your emails and newsletters, and to deliver relevant content to your subscribers.
