{"id":4288,"date":"2015-04-16T21:39:16","date_gmt":"2015-04-16T21:39:16","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/how-retail-can-benefit-from-segmented-email-marketing\/"},"modified":"2020-01-16T20:14:56","modified_gmt":"2020-01-16T20:14:56","slug":"how-retail-can-benefit-from-segmented-email-marketing","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/how-retail-can-benefit-from-segmented-email-marketing\/","title":{"rendered":"How Retail Can Benefit From Segmented Email Marketing"},"content":{"rendered":"

Email marketing is most often used in journalism and marketing industries \u2013 however the most profitable industry for email marketing is retail. By far, email marketing encourages the highest rate of conversion within the retail sector. The fact is that today\u2019s consumer landscape needs customization and exposure<\/a> \u2013 two things that email marketing excels at, especially when you\u2019re utilizing list segmentation. And the one industry that\u2019s ripe to benefit from this equation is retail.<\/p>\n

Divide & Conquer: Why Segmentation Works For Retailers<\/h3>\n
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If you believe in the saying that no two consumers are alike, then there\u2019s a good chance that you\u2019ll be a fan of list segmentations. That fact is, that theirs is very rarely one list to rule them all; you need to divide and conquer your email marketing list. After all, you took great pains and considerable time to cultivate relationships and curate your email marketing list. What does is say about you as a retailer if you\u2019re now sending all your contacts one generic email? It\u2019s says your unoriginal and impolite. And frankly, it\u2019s poor email etiquette.<\/p>\n

You may have already thought of segmentation. Perhaps you have a segmented list by demographic, by gender<\/a> or age. However, this is the tip of the iceberg when it comes to segmented lists. Lists of this caliber are great for when you want to offer a special, a new product or service, or even highlight a feature that\u2019s best suited for a specific group. Yet, the real question is: how do you target the different levels engagement among your email subscribers.<\/p>\n<\/div>\n

Where List Segmentation Gets Interesting<\/h3>\n
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Today\u2019s consumer falls into four basic categories, and your segmented email list should be able to identify and cater to each type<\/a>. How to engage with a responder, for example, should differ from how you engage with a new subscriber, versus those who simply click yet don\u2019t act, and worse still there are the \u201cdeadbeats,\u201d which are people how have never opened an email from you. There\u2019s a way to deal<\/a> with each of these and a strategy that factors in which point of the sales funnel is acting as a bottleneck that prevents them from moving forward.<\/div>\n

Targeting Content Generation Around List Segmentation<\/h3>\n
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Rather than creating content and then sending it to segmented lists, you can also work backwards to create content around segmented lists. This means that your looking at your segmented email marketing lists to see which might have the highest success rates, which you want to target because they don\u2019t, and which audience hasn\u2019t perhaps received a customized email marketing piece to encourage conversion. That said, you next step is to dig in and see which of the 4 types of subscribers<\/a> your dealing with. Once you\u2019ve figured that out and know how exactly you\u2019re dealing with, you can go back to the content drawing board to develop customized content.<\/p>\n

Taking this approach facilitates content generation, particular for more intensive projects like video email marketing<\/a> pieces, ensuring that you\u2019re efforts are honed in for a specific audience and stage of conversion.<\/p>\n<\/div>\n

How to Reuse Segmented Email Marketing Lists<\/h3>\n
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One of frequent mistakes those managing an email marketing campaign will do is that a past campaign gets pushed into an email archive. However, these email campaigns still have some serious mileage in them. Furthermore, not finding a way to repurpose them in some way is a limited use of resources. You\u2019ve spent the time crafting content and taken the time to design a campaign \u2013 so why should that effort be lost once you click send?<\/p>\n

Work with your email marketing team (or your content department) to expose them to free training resources<\/a> that can help you maximize sales within your sector. Or for more information about setting up email marketing, call us at 800.430.4095.<\/p>\n

Targeted Emailing is a great tool for list segmentation. Check out our latest Ask Andy video on targeted emailing:<\/b><\/p>\n