Segmentation of your customer base is quite possibly the most effective email marketing solution there is. It allows you to cater your marketing messages to the individual likes and interests of specific customers, and can work to dramatically increase revenue in a way that a standard bulk email campaign is often incapable of. Here are a few suggestions for how to better segment your email marketing lists.
- Employ email marketing software that will allow you to closely monitor the activity of your client database. This includes tracking all opens, clicks, browsing activity and purchases made by your email recipients.
- Once you have collected and analyzed that information, use it to your advantage. Divide your readers into two categories: active participants (purchasers) and non-active participants (non-purchasers). This will allow you to place heavy emphasis where it can do the most possible good. For example, target customers who have previously purchased by sending them deals or information relevant to their displayed interests. For customers that haven’t purchased, consider sending coupons with substantial savings to encourage a first purchase.
- Use the purchasing and browsing data obtained to target the individual interests of your customers. This will require that you create individualized email campaigns that will appeal to the various segments of your audience.
When choosing the email marketing services you will partner with to expand your customer base and increase your revenue, make your selection based on that provider’s ability to deliver clear and concise reports on the activities of your email campaign recipients.