7 simple email marketing segmentation techniques to try

Effective email marketing campaigns rely on email segmentation as a key component. It is common knowledge among marketers that segmenting email marketing lists can significantly raise open and click-through rates. It explains why email is still the best channel for nurturing and turning leads into customers.

Nevertheless, determining the most effective approach to segmenting your email marketing lists can be a challenging task.

This article will give you seven simple segmentation techniques you can use right away to make the process a little less intimidating.

Why should you segment your email list?

The number one reason you should be doing email segmentation is that you are providing services to diverse customers.

Not every person on your email list is a perfect match, even if you're writing your email copy with a buyer's persona as your guide.

So, you must ensure that the content you provide your subscribers is tailored to their specific needs if you want to keep them reading and opening your emails.

Email marketing segmentation strategies

Now that we know the “why” of email segmentation, let’s take a look at the top 7 strategies that you can use to segment your email list.

1. Geographic segmentation

Geographic location data can be used in a number of ways, making segmentation by geographical location a great technique. It is particularly effective for companies where location has a significant impact on customer purchase decisions.

This technique comes in handy when companies want to run promotional campaigns based on seasonal or regional information. For example, swimwear companies are less likely to send out promotions for their swimwear to regions that are cold or during winter.

2. Demographic segmentation

Age, gender, employment status and income level are just a few factors that can reveal a lot about a person's wants and interests. Because of this, demographic data is typically used as one of the first techniques for segmenting email marketing lists.

Select the performance indicators that are most important to your company and ask about them during the signup process. Of course, you shouldn't ask for a lot of information all at once. Maybe you could use a product to direct the details you need from your subscribers.

For example, if your company sells clothes, it might be useful to ask your subscribers what their gender identity is. Now, be careful how you ask this question. You can read our article on demographic survey questions to gain a better understanding of how you can ask questions in a way that won’t push your subscribers away.

You can determine if you should, for example, promote a new dress or a suit to your subscribers based on whether they identify as male or female.

3. Previous purchase segmentation

It’s a good idea to pay close attention to your customers’ purchase history. It's possible to cross-sell or upsell additional products and services to customers on your email list by keeping track of the kinds of products and services they've already purchased.

For instance, if you own an online store selling baby products and you've seen that your customers regularly buy baby diapers, it would be a good idea to promote baby wipes as these products often go together.

4. Birthday month segmentation

We find that one of the best personal touches that you can add to your email marketing emails are those with birthday treats.

Customers love it! Your customers want to feel that you value, appreciate and know them. So, by segmenting your customers according to their birthday months, you can send out targeted emails with birthday specials. Perhaps they can get 20% off if they spend x amount of money. You can get really creative with this one.

5. Frequent customer segmentation

If you’ve noticed that certain customers often purchase your products or services, you have a great opportunity to upsell your products or plan upgrades. It is worth it to segment this group because they already like and trust your brand.

If they purchase products or services from you on a monthly basis, for example, you can offer them good promotional deals.

6. Industry segmentation

You can send your email subscribers content that is specifically designed to help them outperform their competitors by segmenting your subscriber list according to their industry.

7. Engagement segmentation

Another extremely simple method of segmenting your lists is through email engagement.

There are typically two categories of subscribers on email lists: those that actively open your emails and those that don't.

We advise you to create a targeted campaign aimed at re-engaging them if you've noticed that some subscribers haven't been opening your emails for a few months.

Email segmentation will not only improve subscriber retention rates and campaign participation overall. It will also enable you to form closer relationships with your customer base.

The email segmentation techniques that we’ve shared are just a few ways that you can further tailor the information you deliver to your subscribers, increasing the likelihood that they will convert to buyers. We suggest that you get creative and delve deeper into strategies that specifically work well for your brand.

Do you have any knowledge or experience of email segmentation? Would you like to share any strategies? Post your comment below.