{"id":8702,"date":"2014-08-24T10:00:00","date_gmt":"2014-08-24T14:00:00","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=8702"},"modified":"2020-03-30T19:00:13","modified_gmt":"2020-03-30T23:00:13","slug":"one-secret-email-marketing-will-produce-results","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/one-secret-email-marketing-will-produce-results","title":{"rendered":"One secret to email marketing that will produce results for you"},"content":{"rendered":"

First, the bad news:\u00a0Almost two thirds (62 percent) of people who subscribe to an email newsletter\u00a0aren\u2019t engaged with the content<\/a>.<\/p>\n

Why aren\u2019t people responding to the email messages they receive? Usually, the content fails to address their concerns and problems.\u00a0If you want email to produce results for your business, then you need to use it a little\u00a0smarter.\u00a0<\/em>You need content that addresses your reader\u2019s unique situation and helps move them toward achieving their ultimate result.<\/p>\n

Segmenting your email list is one way to achieve precisely that.<\/p>\n

What is email marketing segmentation?<\/h2>\n

Simply put, email marketing segmentation is dividing your email list into different groups.\u00a0These different groups (or segments) will have different characteristics based on criteria you determine.\u00a0You can segment based on where they are in the buying process, what their interests are, whether or not they are existing customers or prospects, etc.\u00a0You can then create email content targeted directly at a segment\u2019s particular problems and aspirations.<\/p>\n

One of the most popular email service companies, Mailchimp, recently looked at 11,000 campaigns \u2013 sent to more than 9 million users \u2013 to see what effect segmentation had on open rates.\u00a0Users who implemented Mailchimp\u2019s list segmentation feature had a\u00a014.4 percent better open rate<\/a>.<\/p>\n

Why is segmentation so effective?<\/h2>\n

Well, it gives you the ability to send far more personalized emails, tailored to a person\u2019s (or group\u2019s) unique situation.\u00a0More refined, tailored messages increase open rates and reader engagement.\u00a0Don\u2019t you respond better to messages that speak directly to your wants and needs?<\/em><\/p>\n

There are plenty of ways you can choose to segment your email marketing list. Here are a few examples:<\/p>\n

    \n
  1. Geography:\u00a0Dividing your list by geography is a great idea if you\u2019re selling nationally or globally.\u00a0These segments enable you to target your emails according to local and even seasonal factors.\u00a0You can also use location to determine whether you will promote local offers.\u00a0Running an in-store special? Offer it only to those who are most likely to visit.\u00a0(We use Response Flow\u2019s\u00a0iGeoIp360<\/a>\u00a0to automatically tag our opt-ins based on location. It works well with\u00a0Infusionsoft<\/a>.)<\/li>\n
  2. Customer history:\u00a0You can also use purchase history to guide your segments.\u00a0This is a great way to send emails promoting products or services that compliment a particular purchase, or stay in contact with previous customers to follow up with further information about the products\/services they\u2019ve already purchased.<\/li>\n
  3. Engagement level:\u00a0Open rates and click through rates can measure this.\u00a0Segmentation by engagement allows you to target readers who are most responsive \u2013 without alienating those who may want more information first.<\/li>\n
  4. Start date:\u00a0Segmentation allows you to market differently to newbies, compared to those who have been on your list for a much longer period of time.\u00a0For example, you can provide newer subscribers with a special limited time offer. This can help create a sense of urgency and increase the likelihood of a purchase.\u00a0Similarly, you can offer long time subscribers special offers to thank them\u00a0for their loyalty.<\/li>\n
  5. Age:\u00a0Age can play a significant role in how you communicate with someone.\u00a0Picture a financial advisor who runs an email newsletter.\u00a0The topics that may resonate with someone fresh out of college will be significantly different than topics geared toward a baby boomer on the cusp of retirement.<\/li>\n
  6. Industry:\u00a0This one is especially valuable for B2B businesses.\u00a0If you have customers from a range of industries, you\u2019ll want to consider segmenting your list into industry-specific groups.\u00a0Sending the same marketing message to dentists and restaurateurs is probably not going to be as effective as separate messages catered to each.<\/li>\n<\/ol>\n

    Email segmentation can be a very powerful way to help you build a more engaged readership.<\/p>\n

    Keep in mind that it takes work (surveys, data mining, etc.) to gather the information you need to segment your email list effectively.\u00a0If you have a relatively uniform audience, then segmenting may not be the best approach.\u00a0But if you have a broad and diverse readership or your email open rates are dropping, the benefits of email segmentation are well worth considering.<\/p>\n

    Used correctly, segmentation allows you to create and transmit content that speaks directly to your readers, even when those readers are vastly different.\u00a0This kind of customer focus can pay off in increased engagement, trust and loyalty.<\/p>\n","protected":false},"excerpt":{"rendered":"

    First, the bad news:\u00a0Almost two thirds (62 percent) of people who subscribe to an email newsletter\u00a0aren\u2019t engaged with the content. Why aren\u2019t people responding to the email messages they receive? Usually, the content fails to address their concerns and problems.\u00a0If you want email to produce results for your business, then you need to use it […]<\/p>\n","protected":false},"author":1085,"featured_media":8704,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-8702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"\nOne secret to email marketing that will produce results for you<\/title>\n<meta name=\"description\" content=\"First, the bad news:\u00a0Almost two thirds (62 percent) of people who subscribe to an email newsletter\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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