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EMAIL MARKETING

Using Segmentation to Optimize Email Campaigns

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How many unread marketing emails live in your spam? According to the Data & Marketing Association (DMA), just 13% of people say over half the emails they receive are useful.

Despite this (rather bleak) statistic, email marketing is still an effective channel to nurture leads and increase conversions, generating one of the highest returns on investment—$36 for every dollar spent. It’s no wonder that 81% of B2B marketers say their most used form of content marketing is email newsletters. 

But how can you ensure your email communications don’t fall on deaf ears? 

As a trusted Hubspot and Klaviyo partner and one of the top email marketing agencies in the US, SLTC empowers brands to address the unique needs of their customers by implementing personalized email strategies that increase opens, clicks, and conversions. We have meticulously tested and optimized thousands of campaigns, annually sending over one million for brands in eCommerce, B2B, Health & wellness brands, and more. 

Our main takeaway? Whether you’re running campaigns focused on brand awareness, lead generation, or conversions, segmenting your audience and delivering targeted content based on demographics, interests, and behaviors will get your emails out of the trash and keep customers wanting more. 

Segmentation uses a shared trait among a group of contacts, while personalization customizes content for each individual contact. For example, using segmentation you might target everyone who has bought an item with an email promoting other relevant products. However, you could personalize this campaign on an individual level by using each contact’s purchase history to share recommendations unique to them. 

See also  Facebook Adds Option to Send Marketing Emails via Pages App

Why Segmentation Works 

In a world where technology continues to influence nearly every aspect of our personal and professional lives, consumers have come to expect personalized content that is relevant to their tastes and needs.

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Segmenting your contact list to target groups of people at specific stages in the customer journey allows you to deliver content that caters to each group’s distinct triggers, driving them to make a purchase or complete the desired action.

The results can be astonishing. Marketers who used segmented campaigns noted as much as a 760% increase in revenue

How to Segment

The intricacies of audience data and information can give seemingly endless possibilities for segmentation, leaving many small business owners feeling overwhelmed and unsure of where to start. Our advice? Keep it simple.

The types of segmentation you prioritize will vary depending on the industry, products and services you offer, and current goals for your business. Start with the basics by considering demographics, the customer journey, interests, location, behavior, and engagement. 

Demographics 

This is the most common type of segmentation used by marketers. Information such as age, income, gender, education, and employment are all demographics that can be used to segment your subscriber list.

By creating buyer personas for your ideal customer, you can personalize the messaging, content, and formatting of your campaign to increase engagement and conversions.

For instance, when implementing email campaigns for Betsy & Adam, a formal dress brand based in NYC, SLTC created segments based on age, education, and more to deliver relevant content and drive sales for prom, homecoming, graduation, and sorority formals. 

See also  5 Email Marketing Campaigns That Generate More Sales

Abandon Cart Flows 

Tired of seeing abandoned carts in your online shop? You’re not alone. In 2021, almost 80% of online shopping carts were abandoned. Re-engaging these visitors with a succinct, personalized email can help you recover a third of these otherwise lost sales. 

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SLTC used Klaviyo to segment 41,000 of The Dogists’ subscribers to deliver relevant messaging within the customer’s current buying stage. Automated abandoned email flows would be triggered when a consumer viewed a product and then closed their browser, while a different flow offering an incentive for purchase would be triggered when a consumer added a product to a cart before exiting.

Similarly, welcome and thank you flows reinforced the community and brand identity of The Dogist, expanding the lifecycle of each individual customer by making them feel seen and appreciated. 

Interests and Needs 

When was the last time a brand asked you about your interests and values? Surveys and quizzes are highly effective strategies for gathering psychographic data on your customers, allowing you to leverage personalized content based on their preferences, pain points, motivations, and triggers. 

Location 

Location-based segmentation is a commonly used strategy in email marketing. This is especially true for businesses that rely on location to drive purchasing decisions. Geographical data can be used to send information about location-based events, offers from local stores, or deliver content in the time zone of the subscribers. 

Buyer Behavior

Tracking consumer behavior on your site can help you take segmentation and personalization to the next level. Behavioral data such as past purchases, average spending, and other shopping habits enables you to create dynamic content that is tailored to your customer’s tastes. Recommending the perfect accessories for a new outfit someone purchased, setting up reminder emails for 

See also  10 Things You Need to Stop Doing in Your Marketing Emails

products that they buy regularly, or offering discount codes to shoppers who only buy off the sale rack will encourage them to keep buying from you. 

Engagement 

How often are people interacting with your content? Segmenting contacts based on open rates and click-through rates allows you to deliver targeted follow-ups. Reward actively engaged users with exclusive sales, events, or new features.

Inactive users or new subscribers might need more information about your brand or products. A/B testing your email subject line can help you optimize copy and increase your open rate over time. 

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Harness the Power of Email Marketing

There is no denying that email segmentation is the way to personalize emails and newsletters and deliver targeted content that speaks to your email subscribers.

Email segmentation doesn’t have to be complicated. You can kickstart your email strategy today by contacting SLTC, a proven growth partner, to help you deliver robust and effective email campaigns that protect and grow your first-party data today!



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EMAIL MARKETING

Best Email Marketing Practices to Generate Leads

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Have you implemented email marketing in your digital strategy? If you answered no, now is the time to do so.

There are many new and innovative ways to market to your target audience, however, email marketing remains one of the most reliable and effective ways to generate leads. With the right strategy in place, you will be able to convert prospects into paying customers who truly value your brand. 

In this guide, our expert digital team at Bold x Collective discusses everything you need to know about email marketing, as well as some of the best practices that will help your business generate leads!

To preface, you always need to ensure that you do not buy into email lists. Doing so will result in prospects moving your content into the trash or ending up in their spam folders.

This also eliminates prospects’ free will of being able to opt in to emails. This starts the brand-to-customer relationship on a bad note and will result in a higher rate of opt-outs for emails. And not to mention… it is illegal!

Once you have a curated list of prospects that were gained organically through website traffic and membership sign up’s, you can move on to the next step of optimizing your email list by lead scoring. This tactic will filter which prospects are opening your emails, and which ones are worth putting more effort into.

By putting together this new refined list of prospects, your brand will be able to obtain higher conversion rates and a greater return on investment as your efforts are being focused on where it matters most. 

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Now that you’ve organized an optimized list of prospects, it’s time to create the actual email. There are many tactics you can use when drafting an email, but these are some of my favorites that will really allow your email to stand out in your prospect’s inbox. 

  • Name the offer in the subject line, in a fun, intriguing way that will make your viewer interested!
  • Keep the main message and call to action above the fold.
  • Include a personalized touch by adding your name and having a sign-off; viewers love it.
  • Have a clean and concise email – no one likes too much content at one time!
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First off, having your offer, promotion or main announcement in the subject line is more likely to grab the attention of the reader as it gets straight to the point and gives them an immediate reason to look for more details. For example, when the subject line states “25% off the ENTIRE site”.

This line introduces an incentive that will be received if you choose to purchase with them, ultimately decreasing their opportunity cost. This will create the feeling of “FOMO”. Fear of missing out and entice readers to browse your website and shop. 

Along with this strategy, it is also beneficial to keep the main message of the email and call to action so that readers can see it at first glance. This means the information they first receive upon viewing the email and upon opening it without having to scroll down.

Not everyone opens every email they get and will often only view the text that shows above the fold. If that text is intriguing enough, they will seek to learn more. So now you have your readers’ attention, the contents of the email above the fold are what is going to keep their attention and be the driving source of whether they become paying customers.

This study was done on users’ scrolling and attention spans tell them that nearly 57% of users’ page-viewing time is above the fold (information that is visible without scrolling).

Therefore, they can use this information to their advantage by making sure the most important details are included above this fold. 

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Now that you’ve figured out where to put the most relevant information, let’s get into elements to include in your email content that makes it effective. My personal recommendation would be to include personalized touches such as a personalized greeting and signature sign-off.

A greeting with the contact’s name helps to grab their attention right away as they are being addressed personally. In addition to a personalized greeting, having a signature sign-off that shows the reader that there is a real person on the other end, adds to the level of authenticity that it comes across.

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The more of a connection the customer creates with the brand, the more purchasing power they will have. How do they create a connection? With authenticity! 

My last tip, a very simple one, but crucial… is to keep your email clean and concise. No one wants to spend longer than they must, to read an email.

It’s important to keep things looking visually appealing, straight to the point, and summarized in an intriguing and digestible way.

By doing this, you are allowing prospects to gather just what they need to move forward with the buying process. So don’t overthink it, quality is always better than quantity!

To start your journey with email marketing, here are some of their favorite email marketing apps at Bold x Collective:

  1. Privy
  2. Mailchimp
  3. Klaviyo
  4. Active campaign

And while you’re at it, check out Bold x Collective’s blog on how you can get email marketing started for your business! Need some extra guidance and assistance with your email marketing channels? Contact their team to receive a complimentary consultation!


See also  4 Ways Instagram and Email Marketing Can Work Together

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