If you want to collect emails from your customers, it is vital to introduce segmentation as quickly as possible. This way, you can keep your email marketing relevant to your audience, especially if you provide more than one service. In this post, we want to show you how you can segment your customers and keep your email marketing effective.
Let’s start with a common scenario – you have a large customer base. Some of those customers have already purchased a product from you, some have a subscription-based service with you, some were using your service in the past but were not satisfied with it, and some only started a trial period but never bought the whole product.
Imagine you have over a thousand of those addresses, but they are all mixed; all you gather is the full name and the email address. As a result, you send the same emails and newsletters to all those people. In effect, people who already are your customers receive emails telling them to start using your products!
What wouldn’t be very effective, would it?
This is why, in short, you need email or customer database segmentation. To ensure everyone gets emails that are relevant to their specific situation. And this is not only our opinion! According to HubSpot, Segmented emails drive 30% more opens and 50% more click-throughs than unsegmented ones!
How should you segment your customers?
There is no one universal way of segmenting your customers; it all depends on the profile of your company and the types of products/services you provide. In a typical scenario, you should segment your base according to demographic parameters, such as:
- Age (if relevant)
But that’s just the beginning. The majority of your emails will depend on where a given person is in the sales funnel.
You will use different communication with a customer who’s already using your service and different to someone who’s just thinking about getting your product, correct? Therefore, you need to know several more things concerning your future email marketing:
- Is this person a customer?
- If so, what kind of product/service they have?
- For how long have they been using it?
- Were there any complaints?
- What’s their history of communication with our contact center?
- How did we get their email address (e.g., through a contact form or they requested a lead magnet)?
- Have they interacted with our content at any point in the past?
These are vital questions that will help you divide your email base into several segments. The next step is all about adjusting communication to each segment.
How to adjust email communication to different segments
First of all, you need to gather all that information in one place and assign it to specific segments. People who are currently your customers should constitute one group. Those who applied for a lead magnet but never signed up with your company – a different one. And so on. Make sure the way you create those groups and the way your company works makes sense to you.
Once you do that, you can think about the way of communication with each group. Ask yourself a series of questions:
- What does this group WANT?
- What are their problems and concerns?
- What kind of information are they looking for?
- What can we say to them that will make them want to work with us?
Once you have answers, tailor all your emails to suit this particular group. That said, if you want to send out a promotional email and you have five different segments, you need to craft five different versions of this email. Sometimes, changes will be minor, and sometimes, you’ll have to write a brand-new email.
Sure, it takes more time, but it will make your email marketing efforts FAR more effective!
AND WHAT IF YOU DON’T HAVE ALL THAT INFORMATION IN YOUR DATABASE?
Then, unfortunately, we have bad news – you need to take some time to get it and update your database. Otherwise, your email marketing will continue to be not as effective as it could be. So, it really comes down to what you want to achieve.
If you’re satisfied with the results you’re currently getting, no need to do anything. If you want to grow your email marketing and increase sales through this channel, you need to have an organized, high-quality base at your disposal.
Thankfully, we’re here to help.
Create high-quality email databases with iPresso
iPresso comes with a brilliant feature that can be used to improve your email marketing. This feature is called contact database management. What makes it stand out from the crowd is the fact that with our CDM, you can create the types of contacts you need. And by types of contacts, we mean not just organizations and individuals but even devices, machines, and cars.
So, for example, if you run a company selling electronic equipment, you can create a separate database of people who use Android devices. With our CDM, you can adjust the construction of the base exactly to your specific business needs.
What’s also important is that our system allows you to assign specific attributes to your contacts. This means that you can use all the additional information (you can create custom fields to do so) that describes your contacts. As we mentioned before, the more precise the description, the more useful it is.
Again, for example, the model of a car a given person owns can be such an attribute. You can come up with almost anything that’s relevant to your email communication and put it in our CDM.
Lastly, our contact database management feature tracks the behavior and actions taken by the contacts in your database. iPresso already has a rich collection of activities that the system keeps practically from the moment it is activated. This way, you have instant access to great opportunity and create a unique solution that comprises all the information you need.
Let’s have a quick look at how our system looks:
As you can see, everything is well-organized and intuitive. You have easy access to all the sections you need, and your contacts can easily be viewed, added, and edited. This way, as soon as there is a need to update your email database, you can do so almost instantly.
We’re sure our CDM tool will help you make the most of your email marketing!
Start using iPresso today
If you’d like to give our system a shot and see how it works in real life, we have a free trial for you. For 30 days, you’ll be able to use our system completely for free. This will allow you to see how everything works. And if you want to stick around, we’ll be happy to extend your access with one of our pricing plans.
Start now, and up your marketing game with us! Just fill out this short contact form, and we’ll take care of the rest.