When it comes to email marketing, segmentation of your audience is crucial to success. Segmenting your contacts according to personal attributes or behaviors enables you to send targeted, highly relevant emails that really make an impact. In this blog post, learn about static and dynamic attributes and discover how to optimize your open and click rates with segmentation.
Email Marketing Segmentation Strategies
Email list segmentation: Static vs. behavior-based attributes
First of all, there are two different types of attributes to consider when segmenting your audience: static and behavior-based. The most logical way of segmenting your contacts depends on the type of business you run and the needs of your target group.
Static attributes are those that usually don’t change – including things like name, date of birth, shoe size and location. Behavior-based attributes, on the other hand, may evolve over time. For example, how many emails the user has opened, how long it’s been since their last purchase, and so on. With such data to hand, you can segment your contacts in different ways and create your email campaigns accordingly.
- Place of residence
- Date of birth
- Shoe size
- Ring size
- Company size
- Open rate
- Number of emails received
- Click rate
- Conversion rate
- Time since last conversion
- Email client used to view last email
So what happens next? – Email marketing segmentation for B2B and B2C
Your email marketing segmentation strategy should be based on both your business objectives and the needs of your target group. Thus, you might segment your contacts differently depending on whether you are in the B2B or B2C sector.
B2C customers can easily be clustered according to individual personal data. Take an online shoe shop for example, whose customers have different interests, tastes and shoe sizes.
The most obvious segmentation criteria might be gender and shoe size. However, you could segment even further within these groups – by location, for example. A customer living in a hot country might be shown sandals and flip flops, whilst a customer living in colder climes could receive offers on winter boots.
Email list segmentation within the B2B sector can get a bit more complicated. Personal data is not so important: rather, things like industry and company size are more relevant here.
Let’s take a software company as our example. Their customer base consists of small and medium-sized enterprises as well as large corporations. When it comes to marketing, they tailor their emails to meet the different needs of each company size. Smaller companies receive offers on their basic package, whilst emails sent to larger companies emphasize their pro package.
Behavioral segmentation – a fine art
Behavioral segmentation can be used to determine so-called email pathways, whereby certain emails are sent automatically in response to specific user actions – such as opening or clicking through an email.
For example: a company is presenting at an industry event. They send an email inviting their subscribers to come along. Two weeks after this initial email, two emails are sent out depending on how the recipient reacted to the first. All those subscribers who didn’t open the first email receive another email, but this time with a different subject line. For those who did open the first email, the company sends a second email containing the event program. Segmenting your contacts and targeting your message in this way helps to deepen the customer relationship.
Behavioral segmentation is also crucial for the lead funnel – that is, turning potential leads into paying customers. Potential customers can be provided with offers, information and products that are specially tailored to them based on their previous purchase behavior. Such insights can be gathered by looking at what the user clicked on after they subscribed to your newsletter, which newsletters they have opened and read so far and what topics seem to interest them in general. You can then customize your email content to cross-sell and up-sell in a way that will appeal to the recipient.