This article discusses 30 ways to segment your email database for better email list segmentation. It highlights the importance of segmenting by geography, age, gender, persona, organization type, industry, job function, education level, seniority level, past purchases, purchase interests, buying frequency, purchase cycle, content topic, content format, interest level, change in content engagement level, change in buying behavior, stage in the sales cycle, email type, and satisfaction index. By segmenting your email list based on these factors, you can personalize your email content and improve clickthrough and conversion rates.
Top Highlights
Geography Knowing where your contacts live can be seriously powerful information. If you're a brick-and-mortar business, you wouldn't want to send in-store offers to out-of-towners, right? Or let's say you're a national franchise -- you better be segmenting by zip code to ensure you're not infringing on someone else's territory, or worse, marketing...
Age People of all ages have access to the internet these days, which means you could be emailing a college student, a retiree, or even a little kid. You may find knowing the general age range of the people on your list helpful to remove those not in your target audience, or to adjust the messaging of your email communications.
Gender Just as you'd speak to a retiree and a college student differently, you might adjust your messaging and offers based on gender, too. If you have a wide product offering that extends across genders, consider segmenting your list in this manner -- and beefing up the segmentation with other demographic and psychographic details as well.
Persona Speaking of demographics and psychographics, you should have buyer personas that include information of this nature, as well as more detailed explanations of what makes these folks tick and why your solution provides value for them. If you don't have buyer personas created already, use these free templates to create your own -- and then seg...
Organization Type Do you sell to other businesses? Are they franchises? Non-profit organizations? Ecommerce companies? Enterprise organizations? Small businesses? They all have different needs, and as such, their email content should be different -- so segment your list accordingly.
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