Email Segmentation for Customer Loyalty: Divide and Conquer
Is email marketing part of your business strategy? If it is a component of your strategy, how do you utilize it? Let’s just cut to the chase – why are you sending emails to your prospects and customers?
Convince and Convert recently conducted a study that revealed email marketing’s current state of affairs, and the results were eye opening (to say the least). Would you be surprised that:
- 17% of Americans create a new email address every 6 months,
- 35% of email recipients open email based on just the subject line alone, and
- 69% of email recipients report email as Spam based solely on the subject line?
Great email campaigns build brand awareness, trust, conversions, and loyalty, and great email campaigns begin with effective list segmentation.
Don’t Worry – You’ve Already Started (Whether You Knew It or Not)
If you’ve ever had a Gmail account, you know that your inbox is segmented upon account creation into three categories (four if you count Spam): Primary, Social, and Promotions. Now, as of February 2016, Gmail had one billion users, and presumably, that number has increased. Odds are, any generic email blast you send is not going to end up in that Primary inbox. You need to step up your game and get back in control of your email segmentation.
How Email Segmentation Sustains Customer Loyalty
You can segment your email lists infinitely, but the best way to do that is through loyalty segmentation, which goes beyond the standard demographic distinctions (though those do come into play when you add personalization). Loyalty segmentation is the process of dividing your customers into different groups based on their mindsets and what their stages are in the customer journey. If you successfully show your customers that you understand them and what they want, they’ll feel more invested in the relationship; they’ll become loyal customers.
How to Implement Loyalty Segmentation
Sales superstar Jeffrey Gitomer once said, “Customer satisfaction is worthless. Customer loyalty is priceless.” So, whether making these segmentation changes increases your open rate 5 percent or 50 percent, doubles your website traffic, or helps you to exceed your sales goals by more than 35 percent, never stop raising the bar. You can always improve your email marketing campaign, and there are always new customer relationships to build across all stages of the buyer journey.