Email marketing is an excellent way to engage with all kinds of prospects – both new leads & existing customers.
One of the major problems that every business puts up with is the high unsubscribe rate. If you are also facing this situation, this may be an indication that your followers are not resonating with the email content you are sending.
So how do we deal with that?
Segmenting your email list is the best course of action. Now let us take a brief look at what email list segmentation means.
Email list segmentation – An overview
Email list segmentation is the process of bifurcating your audience into various groups on the basis of demographics, geographic locations, buyer stage, needs, etc.
For example, your email list may contain people who have voluntarily subscribed to your list as well as those who are manually added to your list by finding their email addresses.
In the following section we will be discussing about ways to find email addresses in order to build the email list.
As you read ahead, we will try to understand the need to segment an unsegmented list.
Pro tip: How to find emails from LinkedIn?
Building an email list is the first important step before you segment an email list. There are many ways to achieve that.
One of the best approaches that’s working well in the recent years is the use of email lookup tools such as GetEmail.io, Lusha.io, etc.
For B2B businesses, LinkedIn is a great platform to acquire leads from, and advanced email lookup tools like GetEmail.io can be used to get email addresses from LinkedIn.
So, if you didn’t know how to find emails from LinkedIn, such AI based email lookup tools are the answer.
Now let us get back to the importance of email list segmentation.
When you segment your email list, you can run a laser-focused email campaign.
You already know what happens when you send a generic email to all the subscribers. Setting up a common email marketing campaign will fail to benefit every subscriber.
Howbeit, when you segment the list, you know what kind of content will be relevant to each of the segments (customer groups).
Let me give you an example, if you have a group of email subscribers that did not complete their purchase and abandon their cart; you can encourage them to complete their purchase by offering a limited period discount.
But without segmentation, you would have sent this email to all your subscribers.
Enhances the conversion rates
With segmented email list, when you run an email marketing campaign, people are more likely to open, read and interact with your emails.
As you know consumers are more likely to resonate with a brand that they feel connected with, and stories are a great way to establish such a connection.
You can talk about your product, let them know what led you to invent your product, how you could solve the consumer’s problem with your product or services, etc.
Your readers will be interested in learning about this, and eventually, your audience will be purchasing from you without any hesitation.
Stop you from sending emails more than what’s needed
Having a balance is essential when it comes to email marketing campaigns.
Neither can you send too much of emails nor should you send no emails at all. You need to find a balance in between, and that can be obtained with help of email segmentation.
When you have your audiences grouped, you have a clarity which one to target and keep the rest out of the emails.
Increases your Return on Investment
It is observed that with segmentation, segmented email campaigns are highly targeted and account for more than fifty percent of all email ROI.
Of all the marketing channels including the social media platforms, email marketing is the one that get a business maximum ROI.
Unlike any other marketing medium, email allows you to send customized content to a specific group of users or an individual.
So, rather than pushing a generic message to everyone and expecting it to appeal to everyone, you may get started with segmenting your audience.
I hope you find this insightful.