Dining out has become so easy with a wide range of choices to satisfy everyone’s taste buds. Believe it or not, the same variety needs to be applied to your email content. Everyone has different preferences so make sure you’re feeding your subscribers the right information.
Most restaurants will offer an array of meal types and sizes to ensure they have significant opportunity for sales but they also do it to accommodate everyone during the various stages of the dining process. The same goes for your emails and the smallest of details can stretch the effectiveness of your campaign. No matter what products you sell or what service you offer, each of your customers will be in a different purchasing position than the next, with their own preferences. The solution to accommodating all of your individual subscribers is segmenting.
Segmenting can seem daunting but it will increase your opportunity to personalise your email campaigns and will pay off in the end. Hubspot recently undertook research to understand the difference segmenting can make. They found that lead nurturing emails generated an 8% click-through rate compared to general email sends, which generated just a 3% click-through rate.
So, what are some common subscriber themes that you can monitor to get your segmenting off the ground? Segmenting is dependent on the type of business so there isn’t a one-size-fits-all answer but there are a few characteristics to look out for to get you started.
Gender is a great one if your product or service has separate departments for both male and female. A perfect example is online clothing stores. Have you ever noticed that the emails you receive include products that are usually tailored around your gender? There’s a reason for that! They’ve done a great job at ensuring you receive content that is relevant to you.
Geography is a segment that can be applied to many different business models. If you have a customer in Perth and you’re based in Brisbane, do you think you should be sending your campaigns to both locations at the same time? If you’ve found that 6:00am send times work best for you, your subscribers in Perth might not agree with the 4:00am wake up email!
Age is another characteristic that can greatly affect engagement with businesses. Banks won’t send the same email to all of their subscribers, because sending an email about a First Home Owners Grant to 60 to 80 year olds just might be out of their interest and sending an email about the increase in Pensioner discounts won’t appeal to a younger audience.
As you can see, segmenting is an incredible opportunity to engage your subscribers. You can reward them for their loyalty and show them you care by going to the effort to target them specifically. By implementing these steps, you’ll be satisfying all of your subscribers unique tastes.
Don’t know where to start? Let us know! We can help you review your subscribers.