According to studies, email marketing generates $42 for every $1.
Email marketing can be a great way to stay in touch with your customers and keep them up to date on your latest products and services, but it can also be difficult to know how to get the most out of your campaigns.
Without the right tools and techniques, email marketing can quickly become overwhelming and ineffective.
But don’t worry. Keep reading for the latest email segmentation tips that you can use to make sure that your campaigns are more relevant and effective than ever before.
1. Segment Your Email List by Demographics
If you want to send out more relevant content to your subscribers, then it’s a good idea to segment your email list by demographics. This includes things like age, gender, location, and other interests. You can use this information to create targeted emails that appeal to your subscribers’ specific needs.
2. Segment Your Email List by Engagement Level
Another great way to improve the effectiveness of your email marketing campaigns is to segment your email list by engagement level. This means dividing your subscribers into different groups based on how often they open and click through your emails. You can then send different types of content to each group, depending on their engagement level.
3. Segment Your Email List by Purchase History
If you want to send more targeted offers to your subscribers, then it’s a good idea to segment your email list by purchase history. This means dividing your subscribers into groups based on the products and services they’ve bought in the past. You can then send them specific offers that are relevant to their interests.
4. Segment Your Email List by Topic Preference
Another way to improve the effectiveness of your email marketing campaigns is to segment your email list by topic preference. This means dividing your subscribers into different groups based on the topics they’re interested in. You can then send them content that’s relevant to their interests.
5. Segment Your Email List by Customer Lifecycle Stage
Another great way to improve the effectiveness of your email marketing campaigns is to segment your email list by customer lifecycle stage. This means dividing your subscribers into different groups based on how engaged they are with your brand. You can then send them content that’s relevant to their stage in the customer lifecycle.
6. Segment Your Email List by Purchase Intent
If you want to increase the ROI of your marketing email, then it’s a good idea to segment your email list by purchase intent. This means dividing your subscribers into different groups based on their likelihood of making a purchase in the near future.
7. Segment Your Email List by Buyer Persona
If you want to create a more effective email marketing list, then it’s a good idea to create buyer personas. This means creating fictional profiles of your ideal customers to improve the results of your marketing efforts. You can then use these profiles to segment your email list.
8. Segment Your Email List by Customer Type
Another great way to improve the effectiveness of your email marketing campaigns is to segment your email list by customer type. This means dividing your subscribers into different groups based on their status as current or potential customers.
Perfect Your Email Segmentation
Email segmentation is an essential part of any email marketing campaign. If you want to improve your open and click-through rates, then you need to start diving your subscribers into different groups and sending them tailored content.
Want more innovative marketing articles like this? Check out our blog!
How to Use Product Synonyms to Build Use Case Awareness & Scale SEO
The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
Let’s move back in time to your third grade English class — lesson of the day: synonyms.
Synonyms (not to be confused with cinnamon) are words that have a similar or the same meaning as another word.
But, you already know this. What you might not know is how synonyms help you build use case awareness.
It all comes down to talking about your product in multiple ways, all of which are useful to your target audience. By expanding the ways you talk about your product, you attract more users, which in return scales your SEO strategy by giving you more relevant keywords to rank for (ideally even with high purchase intent – yes please!)
In fact, by finding and targeting product synonyms, you can even tap into a new unique selling point for your target market.
Let’s find out product-led SEO with synonyms can slingshot your growth forward.
What is the value of synonyms for SEO?
First off, using synonyms is a common SEO best practice recommended by Google.
SEO guru and webmaster trend analyst, John Mueller, explains how synonyms work, particularly in connection with search intent and context:
“…especially when you’re looking at something like ‘edit video’ versus ‘video editor,’ the expectations from the user side are a little bit different. On the one hand you want to edit a video. On the other hand you might want to download a video editor. And it seems very similar but… the things that the users want there are slightly different.”
So, when it comes to using product synonyms to scale your SEO strategy, the key is to align user search intent with a product use case that helps them.
I’d like to highlight how well this works not just for e-commerce, but also B2B, because those are the businesses that often struggle the most with low product-related search volume, making it seem like SEO just isn’t worth it. To add to that, there’s often a gap between what your audience calls your product and what you call it internally, so this strategy ensures both angles are covered.
Do this over and over again and not only will it expand your brand awareness, but it’ll also take a niche product with low search volume and turn it into a lead and sale generator — all from compounding hundreds of thousands of organic monthly searches (or more, depending on the topic).
Let’s go over some examples.
Examples of product synonyms for SEO
A use case (or a roadmap for how your audience will interact with a product) is a fantastic way to apply product synonyms. If people learn how they can use your product, the more likely they’ll feel it’s relevant to them. The more detailed the use case, the more personal it feels to the reader.
Examples of product synonyms in e-commerce
Product synonyms for e-commerce are pretty straightforward. For example, “occasionwear,” “wedding guest wear,” and “party wear” are all product synonyms that can be found as focus keywords at a made-to-order men’s suits store.
An online sport store may use synonyms such as “tennis shoes,” “sneakers,” and “trainers” to capture all target markets, for different levels of athletic wear.
Now let’s put it into practice.
What product synonyms would you use for “webcam” and “Bluetooth headphones”?
Maybe, “streaming camera,” “e-meeting camera,” or “Zoom camera”?
For Bluetooth headphones, what about “impermeable headphones” or “running headphones”?
It’s all about the use case that matches the same search intent.
Examples of product synonyms in B2B
In B2B, use cases become even more relevant, because one of the most common questions in the buying cycle is: “Is this truly relevant for my particular business?”
Take a look at these phrases:
Conversational AI chatbot
Customer support automation
Product recommendation software
Omnichannel engagement platform
Even though these have vastly different use cases and are semantically different, the technology used produces the same outcome as what each phrase describes. In fact, it’s actually the exact same product (in this case a chatbot), only described with a different phrase.
The trick in this particular example is to talk about how the main product, the chatbot, relates to all the above phrases. Rinse and repeat and now you’ve gone from a niche product with limited search volume to HubSpot level organic traffic — all of which is highly relevant for your target audience.
How to find & rank for product synonyms
Finding synonym opportunities for products requires a deep understanding of the market and the search behavior of buyer personas. In other words, learn what your audience wants and explain how your product gives them that in multiple ways.
Understand your product use cases
Let’s start with your product use cases. Where should you begin?
First, compile all related brand themes and then build topic clusters based on that.
Let’s say you sell eco-friendly swimsuits for all types of bodies and your topic clusters focus on eco-friendliness and swimsuits per body type. All topic cluster pages are connected to the central brand themes and your products, but talked about from different angles.
In B2B, it’s common to cluster product use cases by industry or method. For example, the “conversational AI chatbot” mentioned earlier might target e-commerce managers, while “customer support automation” is a use case aimed at customer success. In the same way, “product recommendation software” grabs attention from a product team and an “omnichannel engagement platform” captures the marketing team.
With only these few keywords, we’ve described how nearly an entire business benefits from using a chatbot — sales here we come!
Aside from generally making note of words that are being used on their website, it’s helpful to perform a competitor keyword gap analysis. This helps you determine words they’re ranking for that you aren’t (yet), which helps inspire new use cases.
Understand the language of your audience
Do some research to see how your target audience refers to your products in their own words. Often in B2B there is a big gap between their descriptions and yours. Take note of the words, phrases, and any other insights pertaining to the language being used.
Some places to poke around include Slack communities, social media (especially LinkedIn), and Reddit. Don’t shy away from in-person events, too! When you talk like your audience talks, you’ll resonate with them because your products are simple to understand. Walk their walk, and talk their talk!
Pro tip: Talk to your customers on a regular basis! Ask to set up a 15 minute feedback session and record it. It’ll bring you massive insights about how they talk about and use your product.
If your business is big on social media, then social monitoring and listening tools will be crucial for compiling lots of information quickly. Social monitoring obtains information that has already happened in the past, while social listening keeps an ear out for current conversations about your brand. Hootsuite offers an extensive social monitoring tool to “dive deep beneath the surface”, while Talkwalker offers social listening so you can keep up in real time.
Review People Also Ask and related searches
Google SERP features are a treasure trove of synonym opportunities. If you’re looking for “shoes”, you’ll probably see people are also searching for “sneakers”, “tennis shoes”, etc. You can use this feature to understand user search intent (which will help you find more aligned synonyms) and ensure you create the right type of content based on what’s already ranking.
The People Also Ask feature is similar to the “related searches” at the bottom of the SERP, and you can also use this to curate synonyms.
Last but not least, utilize the auto-complete feature that suggests what you might type in the search bar:
Pro tip: Use AlsoAsked to dig a bit deeper into the People Also Ask questions from your potential consumers, and export the data graphically and in bulk. Answer all those questions and that’s a clear path toward SEO scalability!
Do keyword research
Without keyword research, creating your content and optimizing for SEO is like throwing spaghetti at a wall and hoping that it sticks. Use a keyword research tool like Moz to find keywords based on use cases. This ensures the keywords are relevant, have search volume, and have relatively low competition. For a more in-depth guide on keyword research, be sure to check out this guide!
Once you’ve finished keyword research, turn the semantically-related keyword groups into clusters to create individual content pieces for each cluster.
Differentiate keyword placement based on your site structure
All websites have core product pages, so the exact match of high-purchase-intent keywords should go on those to maximize the potential for sales.
Product synonyms that are semantically unrelated, but still have a relevant use case, can go in an area like the blog, where you can explain them more thoroughly and then link back to your core product pages to incentivize conversions.
To go back to the chatbot example, “conversational AI chatbot” works best on an evergreen product page, while “product recommendation software” might make more sense in the blog, because you’ve got to give some explanation about how the two are connected.
Let us wrap this up with a quick recap
First off: why use product synonyms? Synonyms for SEO increase the relevancy of your product pages for a specific search query. At the same time, they can also help you scale out content strategies in the future, thus strengthening your SEO game and brand awareness.
But never forget, first you must understand your product use cases. How do your customers use your product? How do they describe it? Go deep into this process to get those granular details. Look around to see what language your customers are using, scope out your competitors for inspiration, and do some extensive keyword research. Review the People Also Ask feature and related searches to gather more information and ensure you differentiate your keyword placement based on your specific site structure.
Now you’ve got the basics of using product synonyms to build use case awareness. Class dismissed!
How to Use Product Synonyms to Build Use Case Awareness & Scale SEO
SEO Legend, Mentor & Friend
What Is Small Business SEO?
Google Updates Video Best Practices For Thumbnail Transparency
Pega addresses accelerating business complexity
How & Why To Prevent Bots From Crawling Your Site
5 Ways to Improve Your Lead Scoring Process
A Guide To LinkedIn Single Image Ad Retargeting
10 Solutions You’ll Learn at Hero Conf London 2022
The Ultimate Guide to Video Marketing
LinkedIn Adds Live Captions for Audio Events, Custom URL Listings on Creator Profiles
Six Ways to Adjust Google Ads to Save Budget
Daily Search Forum Recap: May 2, 2022
How Does Google Multisearch Affect SEO?
How to Write the Perfect Page Title With SEO in Mind
Where To Invest In SEO For Maximum Impact
Google Testing New Ad Format With Swipeable Images In A Carousel
Google Says You Can Use Hashtags In Meta Descriptions
Google Search Console URL Parameter Tool Is Now Offline
What’s A Good Cost Per Acquisition (CPA)? Ask The PPC
MARKETING5 days ago
The Ultimate Guide to On-Page SEO in 2022
MARKETING6 days ago
How to Use Pinterest Advertising to Promote Products and Attract Customers
SEARCHENGINES4 days ago
Google Displays Out Of Stock For Items Using Back Order Value In Structured Data
SOCIAL7 days ago
The State of Social Listening in 2022 – Report