Tips on Segmenting Your Active Subscribers


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List segmentation is a powerful strategy in delivering relevancy and value to your customers. How you segment depends on the nature of your product or service, but segmenting your list is a great way to cut through the inbox clutter and drive customer loyalty.

As you embark on a list segmentation strategy, think about your customers and the data you have already collected on them to start. You can start with simple strategies like subject lines, time and date of your email send or offer, but delivering these tactics based on your audience is key to getting results. Consider these three strategies to start.

  • Demographics. How much of your list is male or female? What is their household income and family status? Where do they live? This basic information can help you tailor your messaging to appeal to different groups.
  • Interests. What are your customers hobbies? Which sports do they like? What books do they read? Gaining customer insights into their personal interests can help you devise messages that tap into their emotional centers and make a deeper connection.
  • Purchase Behavior. What types of products have they bought from you before? What other types of products or services will they buy? By analyzing their buying patterns, you can craft your offers to appeal directly to their interests and likelihood they are to buy.

Devising an advanced segmentation strategy takes patience. You should always start with a small sample and test your results. Email marketing is always a work in progress, but take it one step at a time. Eventually you’ll find the right strategy for your business.

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Carly Brantz is a veteran in the email deliverability space working to make email simple and easy for developers by regularly writing whitepapers, research briefs and blog posts about email, technology and industry trends.

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