How Will List Segmentation Help Me?

List segmentation works because it provides an individualized experience via a massimages (3) medium. Email is unique because unlike other widespread communications—television, social media, radio—you can craft content for groups of users and deliver it in batches, instead of broadcasting generic content to everyone and hoping it appeals to a majority of your audience.Targeted emails offer an ideal way to usher prospective customers through your sales cycle without a sky-high price tag or lengthy hands-on time. With the right segments, you can make it easy for customers to understand why they need your product, or what they should buy from you. Plus, accurate segmentation leads to improved click-through rates, conversions, and deliverability.

  1. Increase Open Rates

It doesn’t matter how compelling the content inside is: if people don’t open your emails, they won’t be buying what you’re selling. Using list segmentation you can send tailored subject lines to specific groups, better enticing them to click.

Proof: Women’s fashion site SwayChic segmented their email lists based on buying habits and high-engagement hours during the day, and they managed to increase open rates by 40%.

  1. Increase Click-Through Rates

You can spend weeks A/B testing calls-to-action and email designs. But without relevant content, your email click-through rates will plummet faster than a skydiving elephant. List segmentation helps you send customers content that they actually want to see, click on, and interact with by organizing them into interest groups.

Proof: HubSpot used list segmentation as part of their marketing strategy to hit a 16.4% email click-through rate—that’s 583% better than the 2.4% standard around the email marketing industry.

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  1. Increase Conversions

Don’t make your customer think. When you hit the sweet spot with personalized content, a strong call-to-action, and a motivated customer, it should be a no-brainer next-step to hit “buy.” List segmentation helps you put the right content in front of the right customers, removing as much resistance as possible.

Proof: Isotoner—famous for their gloves and slippers—increased their email marketing revenue by 7,000% by segmenting their list based on which products customers were looking at when they visited the site.

  1. Decrease Unsubscribes

When someone unsubscribes from your mailing list, they’re cutting off your direct line to their inbox. They’re also opting out of a valuable marketing channel. So yeah, try to avoid that.

Think about why you unsubscribe from emails: for me, it’s either that someone’s flooding my inbox, or that the messages aren’t relevant to me. List segmentation can help with both of those problems—it helps you control how often someone gets your emails, and what’s in those emails, based on how they interact with your content.

Proof: Constant Contact polled people on why they unsubscribe from emails: 56% said because the content isn’t relevant, 51% said because it wasn’t what they expected.

  1. Avoid Spam Filters

An email never delivered is just as worthless as one never sent. And it’s surprisingly easy to land in a junk folder: Email intelligence company Return Path estimated that 7.56% of emails in the U.S. hit spam filters. Legitimate companies face email deliverability issues every day—we’re not just talking about Nigerian princes here.

Many senders hit spam filters because they send irrelevant content too often and to unengaged recipients. Using list segmentation, you can send personalized content that’s less likely to annoy customers.

Proof: The team at OpenMoves segmented one client’s email list into two groups: people who had and had not clicked on a campaign. They sent an email to the clickers, and nothing to the non-clickers. The results: deliverability improved from 90% to 95% instantly, helping them avoid spam blacklists.

  1. Increase General Customer Happiness

Nobody likes generic emails; they’re lazy, unhelpful, and a waste of inbox space. So by segmenting your email sends, you’re saving your customer time and helping them discover products they’ll love. And remember: a happy customer is a return customer.

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