Techniques for Email Segmentation to Increase Engagement
By M.Shahid, AM Marketing – Hayzel Technologies.
Have you ever opened an email and thought, “This isn’t for me?” Yes, we have all experienced that. When companies send the same generic message to every person on their list, that is precisely what occurs. The outcome? Missed opportunities, high unsubscribe rates, and low engagement.
Segmentation is the best approach if you want your emails to genuinely connect with recipients.
What Is Segmentation (And Why Should You Care)?
Simply put, segmentation is the process of breaking up your email list into smaller, more focused audiences according to factors like their purchasing history, residence, or email interaction patterns.
Why even bother? Because people pay attention when your message seems relevant. They are also far more likely to click, purchase, or respond when they believe you understand them.
The Actual Advantages of Segmented Emails
• More clicks and opens as a result of your emails meeting their needs
• A decrease in unsubscribes (no one wants to receive pointless spam)
• Increased conversions as a result of sending the appropriate message at the appropriate moment
• Better connections (people value information that truly matters to them)
Easy Segmentation Techniques That Are Effective
- Based on demographics:
You name it: job title, gender, age, and location. For instance, marketing a winter coat to Miami residents? Not the best course of action, probably. - By Action:
Monitor user behavior, such as product browsing, cart abandonment, or link clicking, and take appropriate action. It’s similar to gently nudging them in the right direction. - By History of Purchases:
Remind them that it’s time to place another order or suggest items that they will genuinely want. Very helpful without being pushy. - Through Involvement:
Some individuals read every email. Others haven’t clicked for months. Give them a different treatment. Reward your VIPs and use a small incentive to get the quiet ones to talk again. - Based on Preferences:
Give people what they want (blog posts, updates, promotions) and fulfill their requests. It’s straightforward but effective. - By Customer Journey:
A brand-new subscriber shouldn’t get the same email as a long-time loyal customer. Tailor your message to where they are in their journey with you.
Resources to Assist You:
This is made simple by the majority of email platforms, such as Mailchimp, Hubspot, or ActiveCampaign. You don’t have to be an expert in technology. Simply begin small and work your way up.
Conclusion:
To begin segmenting, you don’t need a large list or an elaborate setup. A small amount of work goes a long way. Your audience will interact with your emails more if they feel more personal, and that’s where the real magic happens.
