If you use Email Marketing as a tool for your Online Store, you probably know how important it is to segment your subscriber base. In this post, I’m going to explain the keys to having a well-segmented subscriber base for your Newsletters and its benefits. Keep reading!
Table of contents
- 1 what does it mean to segment a subscriber base in Email Marketing?
- 2 Keys to segment an Email Marketing subscriber base
- 3 Benefits of having a segmented subscriber base
- 4 In conclusion
what does it mean to segment a subscriber base in Email Marketing?
A segmented subscriber base in Email Marketing is a list of emails that have authorized the sending of commercial emails, which in turn are classified according to different parameters.
This classification, or in its correct term, segmentation, is done to be able to send emails in a more optimized way.
Most of the information can be obtained with a good Newsletter subscription form, although other characteristics to be taken into account for segmentation can be discovered as you send emails or according to what they buy on your website, for example.
Thus, you can have different mailing lists in your subscriber database, according to criteria such as demographic segmentation, geographic segmentation or segmentation according to behavior, among many others.
As you can see, this has multiple benefits that we will develop later, so that if you still do not have your subscriber base segmented, you can start doing it now.
For now, if you have already taken the plunge, we will explain the keys to segment your newsletter subscribers.
Keys to segment an Email Marketing subscriber base
In this section we are going to explain the keys to create segmented lists with your subscriber base in Email Marketing. Here are some types of lists that you can create, pay attention!
Identify what your subscribers are like
what are your subscribers like? Find out where they live, in what language they prefer to read your Newsletters or their gender. This is of utmost importance, since this way you will be able to send personalized Newsletters that really interest them.
For example, if your Online Store is fashion, you may have a catalog with fashion for men and fashion for women. Therefore, those newsletters with news or fashion promotions for women, you will have to send them to those email subscribers who belong to women interested in those news or in those promotions.
Your opening rate will be much higher and of course, the traffic you get from those newsletters to your Ecommerce will be much higher.
what are the tastes of your subscribers?
Another aspect to take into account are the tastes of your subscribers: do they prefer to read Newsletters about a specific topic? Do some research on this and start segmenting as soon as possible, you will see the results quickly!
Let me give you another example, if you have an Online Store where you sell Technology devices, it will be very interesting to know if your subscribers are fans of Gaming computers or if they prefer to know all the news about Smartphones.
In this way, when you send a Newsletter on “how to create a Gaming Setup” with some articles of your website highlighted, you will be able to hit the mark by sending it to those who you know really like PC video games.
Find out when your subscribers are most active
Not all users are the same, even if they share similar tastes, they may be more active at different times of the day.
Depending on your Email Marketing tool(you can learn about some of them in this article), you can do this in an automated way or not. But if you can’t, don’t worry!
With a little patience you will be able to discover when your subscribers have the highest opening rate of your emails and therefore, create a list segmented by different time slots.
Segment according to their behavior: are they openers?
In this case, let’s talk about that group of subscribers that you have a harder time reaching. It is possible that they are less active in reading your newsletters and therefore here you have to create special content to connect with them.
Therefore, identify which subscribers are “non-openers”, create a list to locate them and work on a personalized strategy to get them to read more of your newsletters.
Benefits of having a segmented subscriber base
Now that you know what is segmenting a subscriber base in Email Marketing and how to do it, with all the keys that we have offered you, let’s see what benefits you will get:
You will be able to send personalized newsletters that will really interest your subscribers, they will want to read them and will remember your brand!
Higher open rate
As you can imagine, a good segmentation ensures a higher open rate of your newsletters. Your subscribers will be eager to read your newsletters.
Lower unsubscribes in your subscriber base
By sending truly relevant emails, it will be difficult to lose subscribers. However, take into account other factors such as the frequency of sending and the type of newsletters you send!
Your subscribers can become fully loyal customers if they receive emails of interest to them. In addition, it will be much easier to send exclusive promotions or gifts that they will really love.
More traffic to your website
Logically, your subscribers will click more frequently on those emails that you send in a segmented way. And let’s be clear, in the case of an online store, web traffic is very important!
Increase your conversions
Following the reasoning of more traffic to the web, more conversions. We can conclude that if your Newsletters are sent to segmented lists, you will be able to sell much more.
Saving time thanks to automation
Thanks to all the information gathered, you will be able to create automated mailings with which you can save time.
As you have seen in this post, segmenting the subscriber base in Email Marketing is an important task that brings many benefits that you should not lose sight of. If you have not yet been encouraged to do so, we hope that with this post you will do it and if you need help, contact us, we are experts in Email Marketing for PrestaShop!
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