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Quick Guide to Segmentation

We mentioned segmentation when we talked about the different ways to use email marketing. But it’s so critical to your email marketing success that we wanted to discuss it more. Here we offer a quick guide to segmentation, and how it’ll make–or break–your efforts.

Improve Your Results

Do you want to get better click-through and open rates? Fortunately, segmentation helps you achieve this. Because you’re grouping your email list by contacts that are similar, you’ll be able to better communicate your brand’s story in a way that the groups will relate to it. For starters, if your business has a brick-and-mortar location and an eCommerce site, segmenting your list by which group physically comes to the store and which customers shop online will do you a world of good. You can send targeted emails that offer in-store sales to customers that are more likely to act on it.

Improve Your Reputation

You don’t want to send mixed messages (literally) when it comes to email marketing. So one way you should segment your list is by grouping emails by potential customers and previous (or current) customers. This prevents you from sending emails thanking potential customers for purchases that they never made.

More importantly, it allows you to solicit feedback. Remember, 90% of customers say online reviews have an impact on their purchasing decisions. Therefore, send your customers follow-up emails after they make a purchase. Ask them to review their experience with your business, and the product. Make it as simple as possible so it can be easily shared to review sites. This will help you increase your online reputation…and drive more revenue.

Improve Your Sales

Finally, you can improve your sales through email segmentation. If you see that certain customers routinely buy more expensive items, you should lead with similar items in your messaging. However, if other customers tend to make smaller–but more frequent–purchases, you can send them offers on a more consistent basis.

The point is, data allows businesses to make smarter decisions that help lead to more sales. So if you have any questions that our quick guide to segmentation didn’t cover, contact Colossus Media Group, one of the premier digital marketing agencies in NJ, today.