Hailing from from Minnesota, Mallory Mongeon is the voice behind Email on Acid’s email campaigns and social media channels. Mallory uses her background in research- and metrics-driven marketing strategies to inform her blogs on the non-technical aspects of email marketing. Below she shares with us 4 advanced email segmentation techniques to boost your bottom line.
You know batch and blast emails are a thing of the past. You are even segmenting your email list based on general categories or demographic data. Yet, you know deeper personalization and relevancy are needed to take your email to the next level. So how do you achieve that?
Advanced list segmentation.
Lyris found that 39% of marketers who segmented their email lists experienced higher open rates, 28% experienced lower unsubscribe rates and 24% experienced better deliverability and greater revenue. If you check out the chart below, you will see that there are TONS of reasons to leverage this tactic.
With the proper analytics and reporting in place, you can segment your list down to a granular level with characteristics like geolocation, email activity, online behaviour and more. Read on to learn more about these techniques.
1. Track online patterns and behaviour
Where someone is in the sales funnel is critical in determining how and what message you send to them. To make a more laser focused segmentation strategy for your prospect, you need to determine how far they are in the buying journey.
To do this, examine their digital behaviour. Which pages did they visit? How long did they stay? How did you obtain their email?
If the prospect downloaded a piece of educational content, a drip campaign would be the way to nurture the relationship. If they entered their email address as part of the checkout process but left, consider sending an email offering a discount or a free trial.
The average shopping cart abandonment rate is approximately 67%, so it’s smart to have a cart abandonment email campaign at the ready. Below is a great example from Kate Spade:
According to SaleCycle, nearly half of all abandoned cart emails are opened and over a third of clicks lead to purchases so it’s well worth your time to segment and target by this criteria.
Once you’ve successfully facilitated the buying process, take note of the purchases for advanced mailings in the future. Amazon does an epic job of using your past purchases to target you with other products with their “You bought this, so you might like this” upsell.
By knowing what someone has purchased in the past, you can send emails to them that are increasingly personalized and relevant. This will lead to more purchases and a larger lifetime customer value.
2. Email Activity
Tracking and then segmenting based on an individual’s email activity can uncover who is engaged and who isn’t, what content they enjoy reading and more.
Subscriber level reporting allows you to see a subscriber’s opens, engagement, email environment, geographic location and more.
Tracking individual activity allows you to reach out to subscribers that haven’t opened an email from you in months. Send a re-engagement campaign or an incentive to reel them back in. Check out Starbuck’s short, simple and sweet re-engagement email below:
You can pinpoint audience members by more than opens. Other options include the environment your subscribers are opening your email in (web, desktop or mobile) and engagement level. The possibilities are endless when granular data for individual readers is at your fingertips.
Knowing where your contacts live is powerful information. Discovering this is as easy as adding a zip code to your purchase or opt in forms.
A great way to utilize their geographic location is to localize subject lines. Target made good use of this tactic by identifying which Target stores were close to their recipient’s listed address. The email sent to the recipient featured the name of the subscriber’s local store in the subject line, as well as that store’s telephone number and store-specific links in the body of the email.
Another great example of using geolocation to personalize email copy was used by S-Digital in an email campaign for the Open Golf Championship. The example below uses geolocation and routing services to create dedicated travel directions (to the Championships) for each and every recipient of the campaign:
As a result of the campaign, the online traffic increased by 250% with over 500 leads!
4. Weather Patterns
Segmenting by weather patterns is taking geolocation segmentation to an entirely new level. While it may sound a bit over the top, using weather patterns is a brilliant way to influence weather-based purchases.
Skymosity tracks weather patterns and allows you to create automated email campaigns that are deployed by weather-based email triggers. Brooks, an athletic shoe company, made fantastic use of this data by creating multiple campaigns, based on weather condition and temperature range that were triggered by Skymosity’s weather logic.
In the example below, everything from the image to the email copy was perfectly crafted for the weather conditions of the reader:
While this is not an exhaustive list of advanced segmentation techniques to use, hopefully it spurs your creativity for different ways to leverage data to continue to improve your email efforts.
If we missed some of your favorite segmentation tactics, be sure and share them in the comments section below!