Email is overwhelming
How many emails do you receive in 1 day? 50, 100, 200, 500? Out of these emails, how many are truly relevant and worth opening? There are a bunch of statistics about email that all lead to the fact that we’ve become accustomed to treating email like the $5 DVD bin at a department store. You spent most of your time sifting through emails that are not relevant or interesting just to get to the ones that matter. Now let’s reverse this thought and view it from the perspective of people on your email list. How relevant are you to the subscribers on your email list?
Relevancy relies on perspective
What’s relevant to your email subscribers will always be an argument unless you start to segment your email list. Having one general list is great, however, you need to start segmenting your subscribers and sharing content to those segments that they find valuable. Mind you this particular post is intended for my general email subscriber list. I could take this exact article and adjust it to fit a subscriber segment. For example, if I wanted to talk about email list segmentation to law firms, I might use examples of segments such as “referring law firms”, “current clients”, “association members”, “business law subscribers”. I might even change the title of this blog post to “Segment, Segment, Segment your law firm email list”. How you segment your email list really depends on the dynamic of your community and what information that you’ve collected already.
Email list and content segmenting at work
Another good example for the importance of email list segmentation is what we’ve done with Social HubSite (www.socialhubsite.com). The Social HubSite product is a perfect fit for organizations with a pre-existing community (e.g. associations, clubs, teams, etc.). Before we use to focus much of our content toward a general market and used general examples that may or may not relate to any particular target market segment we had on our list. We realized that many of our users were in these segments, but we always clumped them in one big list. The other problem we took notice to was that our email open and click through rate was starting to decline which made it almost impossible to use email as an EFFECTIVE tool to get people using their Social HubSite and to upgrade their account.
Where content segmenting makes a real difference in your marketing
Once we decided to focus on segmenting our list and creating content for the different types of user organizations, growth started to happen. For instance, we created a blog category for “Associations” and tied that blog category to feed into an automatic email campaign to go to association users after we published new content. The focus around the content was on topics that associations value the most (e.g. membership retention, membership engagement, fundraising, etc.). We were also able to reference examples within the content to associations which seemed to make a much greater impact. It also helped to equip our sales staff to forward articles to new prospective associations generating a much better response and of course, building a much deeper sense of trust.
The benefits of email list segmentation are tremendous. It will help increase your email open and click through rates, increase interactivity and ultimately make your community feel that you are listening and in tune with their needs. Yes, this means you might need to create more content for different groups of people, but trust me, it is worth every dollar or bit of time spent.
Take the next step
Let’s chat about your email and content marketing approach to help optimize your digital marketing strategy to achieve real business objectives. You can start by contacting us. We’d love to chat and find out how we can help.