When reviewing your email marketing strategies, both online and off, it’s important to remember that not all of your customers are cut from the same cloth. In fact, let’s take that analogy a step further and say that a suit designed for one customer, or one type of customer, won’t fit another, and nor you wouldn’t expect it to. Tailors know that one size doesn’t fit all and so create an appropriate range of products targeted towards a various groups of customers to increase sales, there’s no reason you shouldn’t take a leaf out of their book when it comes to your email marketing campaigns.
Segmenting your e-marketing database into groups of customers is the best way to target those customers with group specific information that is more likely to result in a click through and, therefore, a sale. In fact, at the very least your open rates will increase visibly as customer interest is piqued by information that’s actually particular to their needs. By creating content tailored towards individual groups of customer you can effectively target their requirements and making them feel like their concerns, needs and wants are being met, which can only mean greater customer loyalty.
Increasing your open rate, reducing your opt-out and spam complaints, are all very real pressures for e-marketing, and segmenting your database can help you achieve those goals. You can divide your customer base up in an infinite amount of ways, your business type should help provide some clues as to the better options to go for, but the most common would be by demographic, potential and existing customers, and what part of the sales process your customers are in.
Of the three examples above, that last one is the hardest to determine. Firstly you’ll need to decide on what stages of the sale you want to highlight, and then match your customer database to them. The needs of a brand new customer may not match those of one on any loyalty scheme you may run, nor should you want it to or it negates the purpose of having a loyalty scheme in the first place. Blanket marketing to both customers could be detrimental to sales, but more importantly to your company image and integrity, particularly in the minds of long-term customers who prize loyalty.
Of course, while segmentation can only help your email marketing campaigns, it’s never as easy as you think it’s going to be. Segmentation, due to the almost infinite ways you can divide your database up, can be a long and frustrating exercise. Software is available to purchase that can help you decide on the different ways to split your customers up if the thought of doing it all in-house is too much to bear, and segmenting your database will only really help if you have the content to back it up. There can be a tremendous amount of work involved in segmenting your email marketing database, but the rewards can far exceed the pain, and your business can only reap the benefit.