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The click segmentation process improves everything!
There is no doubt that the targeted emails sent to segmented lists (in dark purple) resulted in a phenomenal impact on both the open rates and click-through rates. Additionally, the number of people who unsubscribed after receiving the targeted email was reduced, compared to those who received the general email.
What is segmentation?
Groups of individuals with some characteristics are divided into segments by breaking them down into smaller groups.
- • Demographics
- • Geographics
- • Psychographics
Most people don’t hear those words every day, unless they work in marketing or advertising. We’re going to discuss why they may be important to segmenting your contacts, so let’s break them down.
Demographics – In email marketing, demographics is a group of contacts or a population of contacts. People are grouped together based on factors such as their age, income, education, etc. This is no-frills, straight-forward data. Despite its usefulness, it’s not very personal.
Geographics – As the word implies, geography has to do with place. Location plays a very important role in the buying process. However, it is not the only factor. You should obtain this information if you’re a realtor, a small chain of restaurants, or a local business looking to attract local customers, clients, and donors.
Psychographics – This refers to the preferences and attitudes of a group of people. Basically, this is where people spend their time and money. This information is marketing gold. It’s the most useful, as well as the most difficult, information marketing researchers obtain.
Don’t have a team of marketing researchers? That’s where click segmentation comes in. Your contacts can provide you with all kinds of demographic, geographic, and psychographic information through click segmentation, depending on the options you provide. They will never feel like numbers instead of people.
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How do I get started?
Imagine that you own a restaurant. Your website and Facebook business page both have sign-up forms. You want to make sure you send the right information to the right people as more contacts sign up every day.
Be sure to plan ahead. You can reap the benefits every day if you do the work now.
The first question to ask yourself is: Why would someone sign up for my email list?
- Interested in receiving promotions/sales/coupons
- Loyalty/rewards program
- New menu item notifications and other information changes
Consider: What is my offer and/or why do people come to my restaurant (specifically)?
- Great food, service and atmosphere
- Affordable prices
- Location
Based on the answers to the questions above, create your lists.
In this example, we have three primary interest lists (along with your general list, which should include all your contacts):
- Promotions & Special Offers
- Loyalty/Rewards
- Informational Emails
Those who sign up for your email list are doing so for at least one of these three reasons, if not all three (contacts can be on more than one list). Guard these primary lists carefully. It is best to send to them only on rare occasions or in special circumstances. It is your other mailing lists who will do the bulk of the work. A drip campaign’s beginning falls under the “rare occasion” category.
To keep things as simple as possible, we’ll use just a few additional or “target” lists:
- Favorite Menu Item
- Has Kids/Family
- Catering/Parties
Through click-segmentation, your contacts will segment themselves into these lists.
It is possible to create as many “target” email lists as you need. The specifics and targeting of your lists and emails largely depend on what you want to achieve.
In addition, you might want to create lists for “Birthday Party Bookings” and “Rehearsal Dinners”. You will not necessarily want to tell a person who is looking to book for a birthday party about price cuts for booking a wedding party if they are looking to host their rehearsal dinner with you.
However, you might want to send both the Birthday Party guest and the Rehearsal Dinner guest information on any special menus and accommodations you have available for large parties.
How do I implement click segmentation?
Following the creation of your lists, you need to create the welcome email that will go to new contacts upon signing up to receive your emails.
As soon as you set up your account, there’s an automated Welcome Email, but when segmenting your contact lists for targeting, make the email work for you.
Get to know your new contacts by sending them a custom Welcome Email, and ask them what they’re interested in, or why they subscribed. All those “clickable” answers should be linked to their corresponding lists. That’s the first step in segmenting your contacts.
iLoyal Marketing Tip: Contacts should not be bombarded with too many questions at the same time. Use your welcome email to start with the primary reasons (primary lists), and follow up with additional emails to segment your contacts further.
If your reader clicks on a link, they should be taken to something that is of interest to them based on the link title. For example:
- A coupon or promotion
- Regular menu or catering link on your website
- Loyalty/rewards program information
Now that I have my contact lists, what do I do with them?
The moment you’ve set up some primary lists, as well as several “target” lists, sent a welcome email, and clicked on new contacts’ interests, it’s time to send some targeted emails or start a drip campaign.
Don’t forget to add some click-through segments so that you can further segment your contacts.
Here are a few things to keep in mind when creating and sending out your email campaigns:
Use the primary lists for general information – things like a location change or new location, a new menu item, current specials and Birthday emails.
Use the target lists for specific, targeted emails – such as large party bookings and catering information, or loyalty reward redemption and program information.
You should segment according to your business needs. If you’re sending an email campaign to a segment that matches the one you’re addressing, it’s better to be more specific. Businesses grow and change, and so do lists and campaigns.
Don’t worry about segmenting too much. You can always send emails out to multiple lists to work towards making lifetime customers out of your lists.
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