Friday, 30 November 2012

The Power Of Segmentation

Posted by Unknown at 3:37 pm Labels: , , , , , , , ,
Segmenting your mailing lists cannot be overlooked as it has the ability to massively improve your campaigns. By using segmentation, you will be able to make sure your emails are being sent to your ideal target audience. If you are sending one generic email to the bulk of your subscribers then some, will no doubt feel that the emails they are receiving are no longer of use to them, which could result in them unsubscribing. 

Wouldn’t it be better to know what your subscribers are really interested in and what they want to get from your emails? Wouldn’t it be great if the emails you are sending are the ones your subscribers look forward to read?

Subscriber knowledge is a great thing to have, especially for your campaigns as it will allow you to get a better insight into what your subscribers are interested in. That way you can target your emails to segments/groups of your mailing list that are interested in the same thing. If your subscribers are receiving emails that are relevant to them then you have a greater chance of them taking action within it such as; opening, clicking, sharing or forwarding it to a friend. 

 The question that I’m sure you are all wondering is how can you get this information from your subscribers?

Here are some tips on how to gather this information:
  • Amend Your Subscription Form - Present extra mailing lists on your subscription form to allow subscribers to signup for specific types of emails. Your account comes with 20 free mailing lists so why not use them? You could also create new fields to be displayed on your subscription via the dataset, which would allow new subscribers to give more detailed information to you.

    The tricky part of adding more textboxes to fill in is that it can actually put people off from subscribing as they may feel that it takes to long to signup. That means it is your job to make sure the textboxes that are displayed on the subscription form are not off putting to potential subscribers. It is equally important to make sure the use of compulsory input is not wasted. Within your account you can easily set which textboxes are a 'must' to fill in.

  • Send a Form - You can send an email to your current subscribers asking them to fill in more details by having a link directing them to a form on your website or in another newsletter. Of course the email you send will need to include an incentive for the subscribers to fill in more details such as the chance to win a prize.

Now you may be thinking this is a lot of trouble to go through to find out more information about your subscribers. But don't forget the information you gather can have a significant impact on your campaign as it allows you to make sure the most relevant emails are being sent to your subscribers. You can even start small by distinguishing your subscribers between male and female or their age. You could then target your emails specifically to an age group or gender by varying the terminology used or products displayed for those specific recipients.

Tips on how to use the information gathered:
  • Segment Your Mailing List - The segmentation tool will allow you to use the information gathered from your subscribers to create smaller lists via specific queries you input. You can use those queries to then match a specific target audience, such as only a list that only includes men who are between the ages of 18-25 living in North East.
  • Personalise your newsletters - You can engage your recipients by adding their name into the email as they will immediately be drawn to it. Although a first name is a great start, you can also add other information such as information about previous products bought. That way you are letting your subscribers know why you are sending specific products. 
Remember that keeping your subscribers interested can be hard to do but by using the data collected from your subscribers it will make it a lot easier for you.

If you need help using the segmentation tool then why not join one of our free Advanced Webinars, just click here or if you would like to watch a video of our latest Advanced Webinar click here.

Facebook Feed

Popular Posts

Twitter Feed