What is Email Segmentation and How Does It Increase Sales?

Know you need to segment your email list but don’t know how? In this post, you’ll learn how to use email segmentation to target your audience and improve sales.

Email segmentation is the process of dividing your email list into smaller, more defined categories and using those categories to deliver appropriate content to a precise audience. When people receive the content they want, it increases the chance they will purchase from you.

Creating email segments allows you to target specific readers within an email list to send suitable products, educate, or follow-up with readers.

What is the benefit of email segmentation?

There’s nothing worse than signing up for an email list and receiving emails about something you don’t care about.

Email segmentation helps your audience get the info they want. Now they’ll be interested in reading and taking action on your emails. This, in turn, increases the likelihood of them purchasing your products or services.

You can segment your audience on a whole variety of factors including:

  • Geolocation
  • Events
  • Interests/Topics/Categories
  • Purchase history
  • And just about anything you can think of!

One of the most powerful forms of segmentation is grouping by purchase. This allows you to send new products similar to the one they ordered, or additional products that will be used along with the item they ordered.

Group all similar products into a single category and create follow up automated campaigns to send the same personalized email to many customers.

How do I segment an email list?

The most basic method of segmentation is to have different email forms on different pages on your website. Each email form will go to a different tag or group in your email account.

For example, let’s say you own run a small freelance music business with a page for each instrument you teach (e.g. guitar, piano, violin). Each of these pages should contain a separate e-mail subscription form embedded in the text or a pop-up form to segment your audience as accurately as possible.

Knowing which instrument(s) your target audience plays allows you to send exclusive discounts on classes, discounts on sheet music, or even a simple follow-up to see how they found the site.

If you use Mailchimp you can’t use more than one Mailchimp form on your website. That’s why I never use Mailchimp forms, I always use a 3rd party form maker plugin.

How to add several different subscription forms to your website

My favorite subscription form maker is Mailmunch because of its flexibility, but it can slow some sites. With this one subscription form maker, you can create a popup, embed a form after your blog posts, add a sidebar form to your blog or add a header/footer form on your whole site. You can also add your subscribers to groups or tags for easy segmentation. I use this formmaker for WordPress and Squarespace.

When there are site speed issues on WordPress I use Yikes Easy Forms for Mailchimp. If you want a pretty form you’ll need to add some CSS to your website to make Yikes forms branded with your colors and fonts. They also have an add on if you don’t feel confident coding CSS, but that’s a paid feature. I use this plugin for embedded forms.

Another excellent subscription form maker is OptinMonster. It’s a premium plugin and has a cost, but this WordPress plugin is well worth the price. OptinMonster has amazing popups and welcome mats for collecting subscribers.

The bottom line 

Segmenting an email list is how you target specific audiences within a broader email list. By sending specific emails that include products, sales announcements, and blog posts to readers that are really interested in receiving them you’re more likely to engage and move the reader further down the sales funnel.

Need help segmenting your Mailchimp audience? Sign up for an email segmentation strategy consultation with me and we’ll segment your audience for your business model so subscribers stay on your list and you get more sales.

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