All successful ecommerce business owners will agree that when it comes to increasing conversions and making a profit, building their email lists is key.
Ecommerce retailers need to prioritize their email lists if they want to communicate with their consumers and take advantage of the numerous benefits that can come from email marketing.
If your business provides quality products, uses engaging marketing strategies, and offers exceptional content, you probably have a pretty solid email list. However, simply having a strong email list is not enough to help your business. There are more steps that you need to take to get these email subscribers and website visitors to continue down the funnel and eventually make a sale.
The first and most important step that you can take to turn the leads in your email list into customers is to create segmented email lists.
What are segmented email lists?
Segmentation is a tool that marketers use to send relevant emails to small groups within their email lists.
Instead of sending every single consumer on their email list the same email, they separate these individuals into groups based on specific factors so that the emails they send can be tailored to each group’s particular interests and desires.
You can segment your email lists by a wide variety of factors:
- Purchase history
- Page views
Segmenting your email lists by these characteristics, among other factors, will help you know which types of emails to send to each group in order to have the highest rate of conversions.
For instance, someone who abandons your website without making a purchase is more likely to respond well to a browse-recovery email than someone who frequently buys your products. Likewise, someone who recently purchased a leash, dog tag, and dog kennel from your ecommerce store is more likely to want to open an email recommending the perfect dog toys than other people on your email list who may not even have a dog.
Segmented email lists are important tools because they help make sure all of your email marketing efforts are targeted and thus more effective.
Tips for successful email segmentation
When used properly, a segmented email list can make a huge difference for your company. Sending targeted emails has been shown to increase customer engagement, boost email click-through rates, and turn leads into conversions. Here are a few best practices to consider that will help you make the most of your email segmentation:
Determine key demographic data
If you know next to nothing about an individual who signs up for your email list, you will not be able to tailor your emails to this consumer, and you will have a difficult time separating them into an appropriate group. Collecting as much information as you can from a consumer that visits your website will help you better be able to segment them by demographic data.
However, while collecting this information is important, many marketers make the mistake of requesting too much information in their email opt-in process. This discourages consumers from signing up for their email lists at all.
You can prevent this from happening while still gathering important data from your audience by determining which demographic data is the most essential for your business.
For instance, if your business sells three-ring binders, it is probably less important for you to ask for individuals to provide their gender than it would be if your business sold clothes and accessories. However, you might be interested in the career or work status of your email subscribers, as teachers and students might have specific binder needs in August and September that would likely be different than those of a dentist.
Find out the key demographic data that your business needs for segmentation and ask your audience to include this information on your website’s email opt-in forms. This will help you create a buyer persona and send targeted emails that convert.
Keep an eye on your metrics
Like Santa, you should make a habit of checking your email list regularly. Do you have email subscribers that have not opened one of your emails in a while? Segment them into their own group and send them emails geared toward increasing their engagement and encouraging them to open and interact with your emails again.
Launching email campaigns for these inactive consumers with personalized, friendly titles like “We miss you!” or “Are we still friends?” can help your business win-back these consumers that would have otherwise gotten lost within their old segmented groups.
Do not forget about location
Even marketers that prioritize email list segmentation often overlook location as a key metric. If you want to successfully segment your email list, you should make sure to keep your users’ locations in mind. There are several benefits to separating your email list by location:
- Better timing: You can schedule your emails to arrive at the best possible time for your customers who live in different time zones. An email sent at the perfect time to an individual in Indiana will arrive on a different date and time of a day to a subscriber in Australia.
- Increased personalization: You can further personalize your emails by mentioning region-specific information or jokes.
- Relevant content: Your subscribers in Florida and Mississippi are probably not going to be as interested in your sale on snow pants as your audience in Michigan and Minnesota.
Separate your emails by location to make sure you are sending your emails at peak times for everyone with personalized and valuable content.
When you focus on these best practices, you will be able to deliver better, more relevant content for your audience. This will help them think favorably about your brand, and it will lead to a higher conversion rate for your business.
Learn how you can increase your conversion rate by delivering carefully curated content when you contact Content Cucumber.