Follow on from last post, where we introduced the concept of list segmentation.Lets have a look at how effective list segmentation is?
How Effective Is List Segmentation?
If you want to multiply your email marketing conversions you need to get more targeted subscribers, plus send more targeted information to them based on who they are and how they got on your list. The best way to do that is to use email marketing segmentation methods.
According to the Direct Marketing Association, almost 80 percent of return on investment comes from, segmented, targeted, and triggered campaigns.
Eighty percent. This is a very big number in terms of email marketing statistics. It’s important not to undervalue the meaning of this. This means that if you haven’t set up tagging, behavioural triggers, and other ways to segment your audience you can improve your conversions many times over just by doing this.
Just by doing something that you can automate you can make a huge difference in your return on investment. In other words, you can put this process on autopilot and see a great improvement in your email marketing results simply by using list segmentation.
Of course, it’s imperative that you understand the best ways to segment your audience before you do it. The best way to figure this out is to look at your customer buying cycle. Seek to segment your list members based on where they are in the cycle. You can do this using behavioural triggers and tags. Only segment in other ways when you know exactly why you’re doing it.
Another stat, this one from Campaign Monitor, states that each dollar spent on email marketing generates 38 dollars in return on investment. This is tremendous. This puts email marketing solidly in the lead for return on investment above all other marketing categories. No matter what anyone says, the money is still in the list.
Make use of your autoresponder
But, you can get a lot more money out of your list if you’re using basic and sound segmenting. Most autoresponder software like your Aweber or Get Response already offer the native the ability to set up segmentation of some kind. This will include tagging, or the ability to create sublists that will enhance your marketing efforts.
When you consider that a little more than 1/3 of online marketers aren’t segmenting their lists. That leave a lot of possibilities for you to command the marketplace by putting segmenting at the top of your priority list. Thankfully, with today’s technology, you can add segmentation in later for your old school list that will do wonders for your return on investment.
List segmentation is extremely effective because people like to feel important. They like to open an email and feel as if you can read their mind. If you set up different email series to run based on your customer’s behaviour and where they are in the buying cycle they will respond in amazing ways. So, yes, the answer is that list segmentation is very effective and every single person who has an email list should develop some sort of segmentation to help improve conversions.
I will continue with the subject of list segmenting next time, until then….
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