Essential Data You Can Use for Your Email Segmentation Strategies

After purchasing leads list from a veritable source, start careful email database segmentation for a more successful email marketing campaign.

Marketing segmentation or segmenting marketing lists is a tried and tested practice that results in successful marketing campaigns. It is the careful division of a target market into smaller and more defined segments. 

Any business could employ marketing list segmentation. Whether it is a mailing list direct, telemarketing lists, real estate lists, or any other list, carefully segmenting it would help you create a better connection with your target market. Market segmentation also gives you a clearer picture of your potential clients; hence, every marketing move would be more effective and efficient.

A reliable email lists provider could give you high-quality and verified lists; it’s up to you to maximize the list you acquire. To help you do just that, we will show you some ways to acquire the information you need as well as how to use primary data to segment your lists effectively.

The Right Information For Your Email Marketing Database

email segmentation strategies

 A purchased list may include name, email address, phone number, geographic location, and the like. That seems quite enough, right? Well, yes and no. You could certainly use some of this data to segment your list, such as using the address to segment via location (more on this later). There is, however, other information you could use, such as your prospect’s interests and preferences, or opinions about a specific product or service.

Don’t stop at setting up and segmenting your email list for your marketing campaign. Look for, or better yet, create ways to build and improve your customer email database. One way to do this is by gathering as much pertinent data about your target market as you can.

Here are some ways to acquire such data:

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Survey Forms or Quizzes

Having a survey is a great way to gather demographic information that’s useful for effective segmentation and creating a buyer persona. In addition to that, surveys will also allow you to get a grasp on your prospective clients’ tastes, preferences, or any other factor that may affect their decision-making.

Creating quizzes that are fun and interesting, perhaps with some sort of prize, would also be an effective way to gather data.

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Opt-In Forms

Another way to gather information effectively is through opt-in forms. This is particularly great because your target audience has not only expressed interest in your product or service, but has also explicitly given you the right to contact them. Opt-in can also be presented in a variety of ways like pop-ups. 

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Good ol’ Asking

Directly asking prospective clients for information could get a bit tricky and may involve the risk of offending someone. However, if done correctly, with just the right words and the perfect timing, this is a relatively easy method to get the accurate information you need.

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Website and Email Service

You could, of course, utilize your website or email provider’s built-in tools or features to generate reports that reflect the data you need. There are also some third-party software programs that you could use like Google Analytics.

Essential Data You Need for Email Marketing Segmentation

You can always generate your own leads, but purchasing a readily available and fully verified list is proven to be more cost-effective and efficient. However, while you can specifically acquire leads per the category of your choice, like a mailing list by zip code or real estate agent emails or insurance agent lists, your source can only do that much for you. As per segmentation and maintenance, you’ll have to do these to ensure you get the most out of those leads.

We’ve collated ten essential metrics you can consider when re-arranging your database into more targeted lists. 

email segmentation strategies

Marketing segmentation or segmenting marketing lists is a tried and tested practice that results in successful marketing campaigns. It is the careful division of a target market into smaller and more defined segments. 

Any business could employ marketing list segmentation. Whether it is a mailing list direct, telemarketing lists, real estate lists, or any other list, carefully segmenting it would help you create a better connection with your target market. Market segmentation also gives you a clearer picture of your potential clients; hence, every marketing move would be more effective and efficient.

A reliable email lists provider could give you high-quality and verified lists; it’s up to you to maximize the list you acquire. To help you do just that, we will show you some ways to acquire the information you need as well as how to use primary data to segment your lists effectively.

Demographics

Most email list segmentation strategies are based on data such as age, gender, ethnicity, education, and income. Demographic segmentation is regarded to be the cheapest method as such data can be easily acquired through census or analytics software.

 Depending on your business needs, you may decide which of these metrics you can use. If you offer accessories that are quite pricey per se, you may want to segment your list based on their income level.

Geographical Data

Town, City, State, Country, or Zip Code – if you believe location somehow affects the decisions of your target customers, then go ahead and segment lists based on geographical data.

For example, if you’re an online-based vendor catering to customers across the globe, a segmented list based on leads’ locations can help you send your emails depending on their time zones.

Email Engagement

It could also help to sort out your database based on how your subscribers respond to your emails. You may focus on open rates and click-through rates, as well as response rates.

By knowing those on your list who frequently open your emails but randomly click through, for example, you can create more specific campaigns with more persuasive call-to-action or more direct sales pitch since they’re already showing some interests.

Purchasing Behavior

 

You may divide your customers list depending on how frequently they place orders or how much they are usually willing to spend on your products or services.

You can utilize such a list in nurturing your VIPs (those who buy most often or spend the most) while further encouraging or enticing your other customers (those who buy least often or usually pay the least) using coupons or discount offers. After all, it just won’t make sense to waste some discounts or coupons to your consumers who are willing to spend much in the first place.

Website Behavior

Using cookies, heat maps, or other technologies could help you identify your leads’ behavior while visiting your site. By having an in-depth understanding of their website behaviors, you can get a bigger picture of which sections to utilize or to improve.

Moreover, you can use the data to know which product your visitors usually view. Then, you can send a tailor-fit email campaign highlighting the said product. Since they are viewing or checking out a particular product, they are already showing an interest, and your well-crafted message might be the little push they need into entirely purchasing it.

Sales Funnel Stage

A sales funnel, or a revenue funnel, showcases the stages or levels of a lead’s journey to becoming a loyal customer. The most common categories include awareness, interest, decision, and action.

It would only be wise to send different campaigns to people on different levels. In the same way that you will never send a welcome email to your old subscribers, you don’t want to send a product-specific campaign to new ones. So, creating different email lists for each of your company’s sales funnel levels could undoubtedly make a huge difference.

Comments and Feedback

Creating a list of people who provide feedback via email or comment on your blogs is a smart move. You could as well dive deeper by segmenting separate lists of those who give positive and negative opinions. 

These people have spared their time just to give you their insights, meaning they somehow care for you or your brand. Aside from sending a “thank you” email, you owe it to them to respond with action plans. Consequently, they are more likely to avail of your products/services, knowing that you’ve listened to them.

Products/Services Preferences

While this can be quite challenging to acquire, knowing your audience’s preferences on specific products or services can significantly help you customize your campaign approach so that it could yield higher conversion rates. 

For example, sending an email campaign about your brand’s new carry-on luggage made of canvas fabric and ballistic nylon to customers who prefer bags made of leather will only result in a waste of resources.

Needless to say, your overall email should and must make sense.

Personal Interests

 

Their interests are even more challenging to acquire since these are personal information, and you have got to be careful with specific laws in place, such as the General Data Protection Regulation (GDPR) of the European Union (EU).

While harder to get, campaigns sent to the targeted list using this category tend to be more successful since you are offering something that they already want. The interest is already there; all you need to do is to speak with their emotions.

Social Network

This refers to the social group of which your lead belongs to. Usually, people within the same network stick together because they want or prefer the same things; they think and decide similarly. So imagine, if you successfully send a campaign to leads of the same network, you’re not only targeting those people, you’re targeting their whole network and possibly the other networks they each belong to. It’s like hitting countless birds with one stone.

Let’s say you’re able to acquire and segment a list of cat parents within your area. Though you cater to customers all across the country, merely succeeding in your campaign with those leads could potentially expand your reach. How? Word of mouth marketing. Each of those cat parents belongs to different networks, and each person within those networks could also belong to other networks.

Segmentation of your marketing lists is an important step and a proven strategy for an overall more successful marketing campaign. Take advantage of this strategy, but be sure to do it properly. Use every piece of data and information you gather to create effective segmented lists for more target-specific and efficient marketing that’s sure to boost your brand.

email segmentation strategies

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