By Chris Christoff, co-founder of MonsterInsights
Email marketing is one of the most effective tools we have at our disposal when trying to reach our target audiences. Despite the advances in social media and instant messaging, email still has the highest conversion rate.
A study from Shopify looked at $1 billion in sales during the holiday season and found that email has a conversion rate of 4.29 percent. Compare that statistic with a 1.81 percent conversion rate on social media and 2.93 percent when it comes to direct traffic, and it’s easy to see why marketers focus on email marketing.
Segmenting your email list can help you grow your email marketing campaign by increasing your subscribers and boosting your sales. In essence, list segmentation is the act of taking your existing leads and dividing them into smaller groups, also called segments. Each segment has aligned interests, goals and pain points. You can use this data to improve your campaigns and engage with more subscribers.
I’m going to show you how to get started. Let’s dive in!
Research customer interests.
There’s a good chance you did extensive research on your target audience when you launched your website. Revisiting your customer persona sheets and making adjustments based on new data you gather on your audience can have a significant impact on your conversion rate.
Depending on your niche, you can create four or more segments for your target audience based on their interests. For example, if you’re a fashion site, here are some groups you could make when you create your email marketing campaigns:
- Casual wear
- Swimsuit/summer clothes
You can determine how you should segment your audience by reading comments and messages on social media on both your profile and popular groups in your industry. The key is to find popular trends that ripple throughout your audience and create content for those customers.
Additionally, you can check your analytics data for information on sales and traffic. If you notice that a large portion of your audience only buys shoes on your site, use this data to put together a tailor-made email campaign.
Design lead magnets.
Lead magnets are an excellent way to allow your customers to add themselves to your segmented email list. Essentially, lead magnets are exclusive pieces of content available to new subscribers and include e-books, white papers and checklists. The goal is to create value and entice visitors to become subscribers.
The type of content that encourages consumers to subscribe can help you segment users for future campaigns.
Let’s revisit the fashion site example I mentioned earlier. If someone signs up for a lead magnet titled “Our Predictions for Summer 2020 Fashion,” they are interested in summer-style clothing and would likely want to receive similar content in the future. You can take this information and segment your users based on the lead magnet that convinced them to subscribe to your future articles.
Ask for feedback.
Consumer feedback can help you learn more about your target audience. There are several ways you can ask users for their opinions on your website, blog and email content. I suggest you start by putting out a poll on your social media accounts. Asking consumers what kind of content makes them want to come back to your website can help you pinpoint their pain points, interests and goals.
You could send out emails to your subscribers directly and ask them for feedback. This information is more valuable because it gives you raw data about people who are already subscribed to your email list. If you notice that less than 1 percent selected a topic that you segmented, it’s time to revisit your email campaigns and adjust accordingly.
Review the results.
These three steps are vital to segmenting your lead list like a pro. Now that you’ve done your research, created content for the major subsections of your niche and asked your customers for feedback, you’re ready to review the data.
Email marketing campaigns change drastically over time depending on consumer buying habits and trending topics. You have to review your Google Analytics data, email metrics and feedback forms to come to an educated decision about how you should grow your business.
As your company grows, there will be opportunities for you to segment your leads. Use this as a chance to create fine-tuned experiences for your customers.
Chris Christoff is the co-founder of MonsterInsights, the leading WordPress plugin for Google Analytics.