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How Email List Segmentation Can Help Your Business

by Christine Mortensen on September 9, 2014

Many marketers recommend using an email list to make sure that customers are kept abreast of new blog posts, sales, new products, and so forth. Segmenting that same email list is often ignored, but it allows a savvy marketer to take full advantage of an email list and turn it into a powerful tool.

What is Email List Segmentation?

Segmenting an email list is the process of separating it into different demographic groups. For instance, an email list may be segmented into age, nationality, profession, customer purchasing history, and so forth.

Good list segmentation realizes that not only are customers different from each other, but that they have different interests. Information that is valuable to customers from the United States may not be relevant to customers from India. Customers who have purchased your product before may not need to be sold on its benefits, whereas potential customers may need harder sales pitches. List segmentation therefore keeps customers engaged. Successful implementation of list segmentation creates a remarkable increase in clickthroughs, as well as a decrease in unsubscriptions.

How Can I Implement It?

Implementing list segmentation can be tricky. Its primary challenge is deciding what different demographics your company caters to, and what each one needs. This may take time, research, and experimentation to figure out. The results might surprise you – you could be appealing to a group with distinct needs that you’ve never considered. Results like these – properly-targeted emails – are invaluable to any marketer.

One of the more difficult aspects of list segmentation is applying it to an existing list, when your company never thought to gather the necessary demographic information. You may be able to make guesses about where each individual falls, based on how they’ve interacted with your company before, but this can be time-consuming and not necessarily accurate. Nothing alienates a customer quite like assuming they’re in the wrong demographic.

To implement list segmentation on an existing list, be straightforward with your customers. Send out a survey to your email list. Let them know that you’re targeting your materials more carefully and that you want to know what everyone is interested in receiving. If even a subsection of your email list responds, you’re able to target your materials that much more successfully.

You may find initially implementing list segmentation at first difficult, but once you’ve done so, you’ll have no regrets. By reviewing existing customer demographic information and gathering new information, you can fine-tune your emails to offer exactly what your customers are looking for.

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Topics: Content Marketing, Email Marketing