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What Is Email Segmentation?

Email segmentation allows you to categorise your email list into smaller groups based on a wide range of criteria, and then send out personalised content that is relevant to each of these smaller groups.
email segmentation
email segmentation

Table of Contents

Benefits of segmentation

Segmentation can easily be implemented within your current list, using both data from your CRM and the previous behaviours of your contacts. You can start to create groups with the information you already gathered in the past. By sending out content that is relevant to your contacts you will strengthen the relationship you have, as you are catering to their interests and what they wish to receive from you, therefore they are more likely to engage with what you are putting out.

Another large benefit of email segmentation is lead nurturing. This allows you to take new contacts and target your emails to help bring readers down through the funnel, employing emails that are relevant in each stage to help then convert them from a consumer to a customer. A huge advantage of this segmenting to consider is the improvement and protection of your sender reputation and the deliverability, helping your emails to arrive within your contacts’ inboxes, without being marked as spam and potentially going unseen.

Get to know your prospects

This can be done in a variety of ways and is a vital tool to better help you segment your contacts. Within your CRM you may already have information at hand such as age and location, as well as previous purchase history which gives you insight into the type of things they are interested in. If not upon subscribing for your newsletter, or making a purchase from your site this would be a valuable place to ask for more information about any new contacts you are gaining so you can automatically add them to a relevant segment.

You can request more information from your contacts with a survey containing questions such as “what do you want to see from us?”, “what are you most interested in?” or even directly asking for more information. However, if you are doing this be sure to provide value to your readers, so they have a reason to provide you with their details. You can always put out quizzes in a more fun way that get to know your audience without having to ask them for it, and can be a more casual way to gain details and interests.

Another great way of segmenting a pre-existing list is by analysing how they have interacted with previous emails, and targeting based on their behaviour in the past. What links they clicked, which emails they opened, and their engagement with prior emails sent gives you a good indicator of the content they wish to see.

Why staying up to date with your contacts is important

People and their lives are always changing; perhaps it is having children, changing jobs, moving location etc. Staying in tune with these changes are vital to your email list to make sure you are utilising your resources and benefitting your campaigns.

For example if you are an estate agent and have segmented based on location, knowing that a contact has moved means you can alter their group based on where they now live and therefore send out relevant content to them.
Another case would be when you have categorised based on position within the funnel. Here you want to move a contact down the funnel through your email campaigns to gain a higher probability of customer conversion. You can continue to update their segment based on their interactions with your emails to therefore send more targeted campaigns.

Not staying up to date not only means you are missing opportunities to target your contacts with valuable content, but you are wasting your resources and could be at risk of damaging your email reputation, having unsubscribers, or being marked as spam.

Four categories to consider within your email list

  1. Demographics – This includes age, gender, interests, job position etc
  2. Position within the funnel – are they a new addition or actively interested in becoming a customer
  3. Location – An online vs offline business, do you have a physical location, are you offering services nationwide
  4. Preferences – Within a preference manager contacts decide how often and what type of content they wish to receive from you

You can break down the categories even further to personalise your campaign, however starting by establishing some basic groups and analysing the performance of your content, and then adjusting your strategy to fit this means you have greater information and are more aware when making further segments.

Are there any drawbacks to email segmentation?

Do remember that the more segments you have, the greater the volume of emails will be. Therefore, it is a good idea to stay aware of your email provider’s limitations to ensure the greatest outcome for your business.
As well as this you should always be staying up to date with your contacts circumstances, which groups are most relevant to them, and also analysing the performance of your content and the strategy that’s in place.

It is important to send your content to the most relevant readers, and the people who you want to see it. To do this email segmentation is a valuable tool as it allows you to personalise the content you send to your audience, and therefore better cater to them, allowing you to yield greater results in your marketing efforts.

About the Author

I’m Rosie and a new addition to the team of KAYBE MegaMarketers. I’m passionate about Digital Marketing and the continued evolution of the industry, as I believe there is the opportunity for us all to continually learn each day as the industry evolves.

If I’m not at my desk exploring the wonderful world of marketing, you will often find me practising yoga, out in nature and spending time on self development.

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