Do you ever receive marketing email messages you know aren’t meant for you? It can be really frustrating and off-putting, and make you feel like the brands who email you don’t “get” you.
Now what about brands that email you at the perfect time with the perfect message? That feels really good and is extremely helpful.
All of the master email marketers get the right message to the right audience at the right time through email segmentation. In this post, we’re going to explain how you can become the latter.
“THE MONEY IS IN THE LIST”
Here, we break down the art and science to this whole email marketing thing. It isn’t just sending a monthly newsletter or a new listing announcement.
You can optimize each email through segmentation to get the biggest return on your investment.
What is Email List Segmentation?
Simply put, email list segmentation is the process of dividing your list of email subscribers into smaller groups based on specific criteria. Typically, this process is completed through the addition of a tag within your CRM.
When you split your list into groups or segments, you are then able to deliver a more personalized email to a prospect based on how you’ve decided to segment your list. This personalized approach is a highly-effective way to connect with your target audience. So much so that 82% of marketers have reported an increase in open rates through email list segmentation.
Ways to Segment Your List
There is no right or wrong way to segment your email list. It’s all about you, your business, and how you want to communicate with your audience.
Before you segment your list, ask yourself if you would want to communicate with your audiences differently based on certain criteria. If so, that is a great place to start.
For example, if you’re a real estate agent, here are a few ways you may want to segment your email list:
- Past client
- Location — neighborhood or community
- Price range
- Preferred home style
- Criteria for future home (e.g. good school district)
- Team members
- Other agents
- Title Reps
- Loan Officers
The possibilities are endless!
If you’re already a LionDesk user, here is a step-by-step guide on how to segment your email list.
I’ve Segmented My List, Now What?
Once you’ve segmented your list, you can send out emails specifically to that segment. So using “preferred home style” from the list above as an example, you could send out an email about a listing for a new mid-century modern home to those most interested in that home style.
In that email, you could talk about the unique features of the home that this portion of your audience would be most interested in. For a listing announcement to the rest of your email contacts, you could keep the information more generalized.
With your list segmented, you can also begin to automate some of your most repetitive emails. Check out this blog on automating follow ups for past clients for additional inspiration.
So in conclusion…
If you’re already email marketing, you deserve to see a return for your efforts!
Now that we know the very best way to maximize your list is through email list segmentation, you need a tool that can handle it!
If you’re already a LionDesk user, here’s a quick video on best practices for segmenting your LionDesk database.
If you’re ready to get started with email marketing, give us a try! Click here to start a 30-day FREE trial today.