Email Marketing Course: #5 Email Marketing Segmentation

Email Marketing

So, now that your list has been created and you have your contacts loaded, it’s time to target your audience by using Email Marketing Segmentation. This will allow you to send a highly targeted message to a select group of your contacts. This highly targeted message will be a unique email that will result in much better open rates, higher click rates and less unsubscribes to your list. In other words, it will dramatically improve the effectiveness for your campaign.

Try not to send an email to your entire list

Now, there are times when sending an email to all your contacts could be a great thing but for the most part don’t send out a general email blast to your entire list. You’re going to want to think about your list and send better targeted emails to that particular group.

What is email marketing segmentation?

So, what is email marketing segmentation? Email marketing segmentation is a technique where you send extremely targeted emails to a smaller group or segment of your overall email list.

Again, by using email marketing segmentation and divide up your entire list of contacts into smaller bite sized groups or segments, and then send content targeted emails to a particular segment, you can increase your overall conversions.

Mailchimp says you will get much better results when you segment your emails

MailChimp, a leading email marketing SAAS software provider and one that I use frequently, dug deep into their customers usage of list segmentation and discovered that segmented campaigns had open rates 14.37% higher, clicks 64.78% higher, and 8.98% less unsubscribe rates than unsegmented emails.

As you can guess, why wouldn’t you use email marketing segmentation to improve the quality of your campaigns.

Some businesses will never segment their email campaigns

But most every business, that uses email marketing, doesn’t use email marketing segmentation at all. It could be a number of factors including laziness, unawareness, uneducated and quite possibly just don’t care and would rather blast the entire list in a shotgun approach. They don’t practice delivering relevant content to their potential customers.

Even worse than the reasons above, if they were using email marketing segmentation, they weren’t using it right. Most target by demographics instead of a great segment such as those on your list who are more likely to click your links when you send an email. You want to reach out to those who click the links in your email. That’s an important metric.

Later targeting by opens of your series of emails

Or if a customer is included in an autoresponder campaign (we will discuss more on autoresponders in the next lesson) and you’re sending 5x emails in a row, one each day, and they open all 5x emails; then you want to send a more targeted email to those that are reading every email. Right? They’re more intent on buying from you. They’re interested in what you’re talking about.

Great way to segment your audience

If you create a lead magnet, such as a free white paper on your business, and you put it on your social media and someone clicks on the link to go to the landing page and you get their email address, then they’re a great candidate for whatever the white paper was written about. They engaged with your lead magnet based on the content and now you can segment them based on the content.

A lot of different ways to segment your list using email marketing segmentation

Here are a bunch of ways that you can segment your list of contacts to better send them more relevant content.

Buyer persona emails – if you have your buyer personas on paper or in your mind and you know the kinds of relevant content to send them, then using email marketing segmentation, you can target your contacts based on the buyer personas within your list.

New email subscribers – you can set up a campaign explaining your business better in a series (autoresponder) of emails, including a welcome letter at the beginning. This welcome letter will explain to the new email subscriber how many emails you will be sending and maybe some of the content that they can expect to receive in the future.

Preference emails – you can send an email with checkboxes to get them to describe how often they would like to be emailed, e.g. once a week, once a month. Do they want blog updates, discounts, event dates, or any of the above?

Interests emails – what type of emails would your email contact like to receive? Would they like a course on email marketing segmentation? Would they like a course on autoresponders? Would they like to receive blog posts only on email marketing or about all kinds of marketing information?

Location – you can segment your audience based on location. If they’re in New York and you have an event in New York, maybe let them know of the event in New York or the surrounding vicinity.

Open rate – as mentioned above, a great way to use email marketing segmentation is by segmenting by those who either have or haven’t opened any or all of your emails. You can segment contacts that refuse to open any of your emails and ask them why they haven’t open any of the emails that you send. This is great to see what they might be interested in seeing in future emails.

Inactivity – again, are they engaging with your content? If they’re not, then ask them why. Maybe they were great email openers or purchasers of your service or product but now not so much. Reach out to them.

Lead Magnets – another great way to use email marketing segmentation is by segmenting when a new subscriber comes in from one of your lead magnets. This goes to see later which of your lead magnets is performing and which aren’t.

Opt in frequency – what happens when you have multiple lead magnets that you put out and a contact responds to all of them. They’re an obvious intender for what you’re putting out there. They want to know more about the content that you’re putting in front of them. Maybe it’s a great time to call them on the phone if you have their phone number. Right? They might be ready to buy or they like to consume as much information before making a decision. It’s a balance to see which way they might go but you don’t want to lose them to your competitor.

Abandoned shopping cart – this is so important to email a contact that abandons their shopping cart and does not purchase your product or service online. They were interested in it enough to drop it into the shopping cart but changed their mind for whatever reason they might have. Offer them a discount.

Purchase history – if your client is buying a lot of your product or it hasn’t been in a while since they purchased from you when normal consumption of that product has long past, then it’s time to email them to ask them to buy more. Offer a discount to come back.

Funnel stages – if you know what your funnel is and each stage within your funnel, you can send emails based on where they are in your funnel. Are they still in the awareness stage? Send them more information on your business and your product or service. Are they in the purchase or contract signing stage? Send them an email nurturing them to sign the contract.

In summary

So, these are just a few of the many reasons to segment your contacts using email marketing segmentation. Use them correctly and your prospect or customer will appreciate your sending them relevant content based on where they are with you.

You should treat each contact on your list to relevant content that they will enjoy and be able to utilize your product or service better. Keep using email marketing segmentation and you will reap the rewards.

Keep reading the Email Marketing Course and grow with knowledge from the experts

Need other reasons on why, when and how you need email marketing for your business; keep reading the email short course.

Believe me, it will begin to make sense as you read the information. Besides your website, it should be the first line of offense for your business when it comes to marketing.

I hope you enjoy the series!

The next lesson is coming soon. Please give me your comments on whether you like the series or not. Also, I want to know what information you want me to add or teach concerning Email Marketing. I really want to hear from you. If you have friends whose job it is to market a business, by all means forward or share it with them. They too can be an AdNation Sensation!


Thanks for reading and I will talk with you soon.

P.S. AdNation is skilled at both helping businesses learn email marketing and at showing how to better nurture your leads to become your customers. Call or email me with questions as soon as they come to mind! I’m here to help!


AdNation is a Marketing Systems Specialists firm. We specialize in Marketing Systems, including Website Design, Email Marketing, Content Creation, Lead Generation, CRM Systems & Analytics.

Go to Email Marketing: How to Guide & Course for more articles on this subject.

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