We’ve said it before and we’ll say it again, personalized marketing is the center of inbound marketing. The same goes for email. If you include all your subscribers in one list, you’re assuming they are all the same person (same interests, same title, same industry, same hair colour, etc.) People want to feel unique in today’s digital world. Personalizing and segmenting your email subscriber lists will help you increase delivery, open rates and engagement with your call-to-action.
In the recent State of Email Marketing Report by The Relevancy Group, it was identified that only 32% of marketers know the quality of their email subscribers. This is a huge gap in your email marketing program and a wasted opportunity to target your message. Knowing which subscribers are more valuable by their engagement level from those who are currently not can help you segment and deliver specific content, in turn increasing relevancy and engagement.
Segmenting doesn't mean changing your entire brand, messaging and offering. It means using details specific to the user to craft your brand’s message in a different light. SMS goes hand in hand with email marketing. It’s mobile-targeted (also where a majority of email is opened and read) and it engages your audience. A brand that segments their list based on known factors such as weather, location, interests, and common buying traits has a much better opportunity for success than those companies who don’t. A clothing store, Urban Outfitters, uses in-app messages and SMS to send personalized and geographically-unique messages to users to increase retention, engagement, and sales. (case study)
Email marketing drip campaigns can be used in the same way as SMS and in-app messaging; with segmented lists. Automated drip campaigns are a sequence of emails that a user receives in a set time period based on specific criteria or traits for that user. A typical workflow is based around “if-then” queries and timing (i.e. send Monday-Friday based on location time-zone). The highest converting drip campaigns are ones with a CTA to reply. This is an automated way to qualify your prospects without having to do much work. Having a user reply is great, but even better is understanding what email they’ve replied to, which gives you better insight into what area of your service or product they’re interested in. With segmented lists you can better target your nurture stream emails. This means the more granular you can get and the more relevant the content becomes, the more success you’ll achieve!
One important thing to remember is to focus on the customer's experience and their buying journey. Use personalization tokens to fill in information they’ve already given you to drive better response. This will help drive the results you’re working towards when it comes to engagement, retention and most importantly, increased conversions. Use this ‘ Do’ & Don’ts ’ list to make sure you’re hitting all the right marks when it comes to properly segmenting your subscribers.
What do you do to segment and personalize your SMS or email marketing lists? Let us know at email@example.com or check us on Twitter @inboxmarketer.