In this article, I’m going to tell you how by segmenting your email contact lists, you can truly target your market and increase conversions.
First of all, what is segmentation?
Segmentation is the process of breaking down your email contacts into meaningful and useful segments. By dividing email subscribers into smaller segments – based on certain criteria – you are delivering more relevant emails.
Segmentation allows you to target the different demographics (e.g. females, males, families, etc.) with specific messages that will be particularly of interest to them specifically.
Think of it this way. When you divide your contact list into groups of similar traits, motivations, intentions, etc. you can create a more specific message that appeals to that group. This is in opposition to creating just one mass email for all.
Why should you segment?
By emailing content that is more personalized you can increase conversions. The message that a particular person receives is more tailor-made to their tendencies or preferences.
For example, someone who identifies within a certain demographic may not be interested in the lunch specials from your restaurant that is located hundreds of miles from them.
If those in your contact list receive too many emails that are irrelevant or meaningless they are eventually going to no longer open your emails or unsubscribe altogether.
Suitable content that appeals to your specific audience will keep your business relevant and at the forefront of your diner’s mind.
According to recent research, they looked at 11,000 segmented campaigns sent to 9 million people. The results were compared to those users with non-segmented campaigns.
Here’s what they found:
How do you segment?
Before you start segmenting your subscriber list, you first need to think about your customers.
What motivates my customer?
What steps do they take to spend money with me?
Where do they live?
Who are my customers? (age, social status, gender)
How do they typically make their purchases?
Use the answers to these questions as a catalyst for making segments within your contact list. What are you marketing and who would be best to see it?
Unfortunately, a lot of restaurant owners and venue managers are not taking advantage of segmentation for their emails.
A whopping 86% send emails with identical content to their entire subscription list. That will result in ineffective campaigns and high unsubscriber percentages.
Email segmentation is important because when content is meant for a specific type of person and you send it out to everyone, you’re wasting your time - and your potential customer’s time. That’s money wasted on marketing and lost sales by not targeting the right customer.