In spite of this, many businesses are not using email marketing responsibly and in the most optimum manner. An email with good content and great design might not necessarily appeal a consumer to open it. Segmenting the list based on consumer behavior, choices, interests or demographic groups etc, and sending them customized email can increase the chances of opening the email, browsing through or clicking on it.
Let’s take a look at how list segmentation can lead to a better opening rate and ROI:
Ask permission to create a legit email list:
The first step to creating a robust and legitimate email list is incorporating double opt-in method, to confirm the email ids and assess consumer's engagement level. Sign-up form on the website is one of the most common ways to building a legitimate list. While the subscriber is signing up, always ask permission for sending email marketing content. Send a confirmation email to the registered email id to ensure correct email id is captured and the consumer has re-confirmed to receive marketing emails. Once you have created a legit email list, the next step is list segmentation based on consumer behavior, interests or demographic groups.
Create targeted segments:
Segmenting your list based on specific consumer behavior can improve the ROI of the email campaign. For example emailing software provider like Mailchimp offers pre-built segments to assess the consumer's engagement levels. It distills the segments into Active subscribers (who have opened at least one of your last 5 campaigns) or Inactive subscribers (who haven't subscribed to any of your last 5 campaigns). Marketers can design their emailing strategy and content to use this information and provide personalized messaging to this consumer segment. Marketers can also create their own target segments based on specific demographic group or consumer behavior.
A well-targeted and nurtured email campaign can generate a higher opening rate. For example, you are an HR solutions provider targeting the HR professionals, you can send an email with E-Book called "7 Best practices to engage and motivate your employees". To download this E-book, you can ask additional information from the users, say basic details like employee strength, business sector, or Are they currently using any tools etc. A quick tip here - keep the form short with max 3 questions and preferably multiple-choice options. Once you have captured the additional information, you can start nurturing this segment by sharing more targeted information like Product videos, White papers etc or maybe send a free invitation to your event.
Segmenting your email list isn’t always easy, but the outcomes are usually high. Implement the above strategies to create your email list, segment your users, and run targeted email campaigns to boost the ROI.
