Despite its age and frequency of use, email marketing is still one of the most effective methods for marketing that there is.
The one thing to keep in mind is that not everyone on your email list is going to want the same offers or content. Using the same message and promotional content for every single person will just mean that the same people ignore those messages.
This is why segmenting your email marketing campaign can be such an effective thing. It means organizing your marketing list into categories such as job title, age group, background, location, and so much more. Here are five reasons why your marketing campaign through Klaviyo should be segmented.
Target Campaigns and Promotions
By segmenting your email lists, it allows you to aim specifically targeted campaigns at specifically chosen customer groups. That might mean offering steeper discounts or special promotions to the most loyal customers that you have. That will make them feel more appreciated, which will keep them coming back again and again.
You can also create specific vouchers or promotions based on what portion of your email list you are appealing to. The key is to find the offer that would fit that demographic the best, enticing them to at least click on the ad to find out what it is all about.
It takes a little bit more work, but it can deliver much more effective results. You want consumers to engage with these ads and showing them that you are making an effort to appeal specifically to them can be one of the most effective means at your disposal. Even if the campaign looks different, it can all be used to drive sales toward a specific item or service.
Connect to Your Audience More Effectively
The single most important thing that any business can do is connect to their target audience. They want to know and feel what the audience knows and feels. Businesses that can do that manage to develop their brand further than ever and create more consistent sales.
But that means tailoring the message of your campaign specifically to portions of your email list. Finding the right people to connect with and tailoring the message to them is a lot easier than it sounds, but it can create an effective means of email campaign.
Even better, segmenting is cost-effective and easy when it comes to giving your audience precisely what they want, when they want it. No need to waste money on a marketing campaign that misses the mark more often than not and ultimately just wastes your money.
Separate Active and Inactive Users
One thing that is essential to the overall effectiveness of an email campaign is knowing which users are still active versus those who are not. When you segment your email list, your business can identify precisely that.
That, in turn, makes it a lot easier to reach out to specific groups. Perhaps, you could create a more enticing offer for those inactive users who haven’t responded or clicked in some time. Or, that can mean creating a more rewarding offer for those who have remained loyal.
The goal when using a marketing campaign that is email based is to identify the different areas of your target audience. You can then appeal to or reward those segments as you choose, but at the end of the day, it is about knowing who you are appealing to. This can make for a far more effective and cost-efficient marketing campaign that can benefit your business.
Improve Bounce Rates
Another thing that segmenting your marketing campaigns through Klaviyo can do is help you to lower unsubscribe rates and improve bounce rates. This generally means identifying the email addresses that aren’t active anymore.
This method also helps when identifying passive customers and email addresses that don’t typically engage. You can even offer them a follow-up that is specifically aimed at them, encouraging them to interact with the brand once more.
The goal is to keep consumers engaged and interested when those emails come in. Some people will not click on them almost out of principle, but others are simply looking for good or interesting deals. By targeting your campaign specifically to a segmented group of people, you can achieve just that.
Get Better Click Rates
One of the most effective reasons to segment your email marketing list is because you can improve the number of clicks that you garner. Email campaigns can deliver you right into the inbox of your target audience but it can’t make them open it.
When marketing campaigns are universal or don’t target a specific segment, they are prime choices to be ignored or deleted. But if you really want to stand out and get better click rates, you need to diversify those ads.
Targeting ads to a specific age group, for instance, is a much more effective way to ensure that consumers are going to click on the ads that you have sent. It isn’t going to guarantee a click, but the message should resonate much more effectively than it would if you had sent out the same message to everyone.