Email Marketing Strategies-Increase Your Segmentation Efforts

Whether you are new to email marketing or have been refining your email strategies for years, here is one strategy that is essential to your continued email marketing success:

~ Increase Your Segmentation Efforts

Email marketing data offers incredible segmentation power and the ability to take advantage of small audience segments that might otherwise be financially or technically difficult to reach. If you haven't started segmenting your list and sending more targeted messages based on recipient data or behaviors, start today. Most of the research in the email industry indicates that segmentation yields significant gains to email conversions. Some typical strategies for segmentation include:

Geography- This is an easy, fairly obvious segmentation strategy. For example, your customer in Florida is unlikely to be interested in a snowmobile. And your customer in Minnesota probably isn't interested in a jet ski--in the winter, anyway. Geography can also be a powerful indicator of buying patterns and other influences on the purchase cycle. Take the high tech industry, for example. In high tech pockets like Silicon Valley early adopters are far more common.

Demographics- This is another easy one, and can make a lot of sense. For example, we know men and women can interpret information quite differently. Younger vs. older audiences take in information in different ways as well.

Job title and function- Are you emailing potential users with no--or all the--buying power? An owner or CFO may want to know about ROI. A middle manager may just want to make his or her job easier. And an engineer or programmer wants to find better ways to work. And so on.

Purchasing frequency- Less frequent purchasers may require a time-sensitive offer to encourage them to act. Or maybe you want to reward frequent buyers with exclusive privileges via email.

Monetary spending- Adjust resources so you're dedicating your efforts toward customers who spend the most money with your company.

If you have been segmenting your email audience, don't stop. Try to find new ways to segment and look at segmentation based on historical email activity, perhaps treating people who are frequent "clickers" or "openers" differently.

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