How to segment subscribers to a mailing list

Here is a quick guide to segmenting subscribers to a mailing list: you’ll be able send more effective messages and generate more conversions

Segmenting a mailing list will increase opening rates, decrease unsubscribes, and reduce the risk of being reported for spam. It’s an essential practice for achieving success in email marketing.

So what does it mean to segment a mailing list and why is it so important?

What is segmentation?

Segmentation is the division of subscribers to a mailing list into smaller group called segments. This process can be based on very different criteria: gender, age, behaviors, etc. If you want to deliver more relevant email to your subscribers, here’s the first step: you have to create personalized contents for a specif segment.

A Consumer Electronics Retailer might use segmentation, for example, to create lists within their email subscribers for men and women; then he might add several interest-based segments such as appliance, fitness, beauty, TV, computer, video game and drones to create relevant email campaigns.

Why create one or more segments from a mailing list

To create an effective email campaign and generate conversions, you need to send precise messages that are as personal to the reader as possible. You have to leverage the needs of each potential customer.

After identifying your target and segmenting the list, you will be able to create tailored campaigns that will:

Increase the opening rate of your emails;
Lower the unsubscribe rate;
Reduce spam reports;
Deliver a higher click-through rate on the CTA and links;
Produce the highest probability of retaining the subscriber.

Examples of mailing list segmentation

There are various ways to segment a mailing list. Here are some examples.

Segmentation by demographic

One of the most common approaches is to segment a list based on your contacts’ demographics: their age, gender, work, etc.
These are very simple elements to identify but they let you create highly targeted campaigns.
An e-commerce company, for example, could create different newsletters based on age or gender. An email addressed to a female reader could promote beauty products or personal care. It would generate more conversions than an email sent to everyone and offering generic products.

Segmentation by location

Segmentation by geographical location can be very useful, especially for a company that has multiple outlets in different areas.
A chain of stores, for example, that wanted to organize an event or launch a promotion in a specific region, could send email campaigns only to the contacts in that specific area.

Segmentation by user behavior

Tracking the behavior of users lets you launch ad hoc campaigns and create very specific segments.
One common example is to create a list of users who have abandoned their shopping carts. These are people who have put a product in their carts but haven’t completed the purchase.
For this subgroup, autoresponders can send reminders to complete the purchase.

Segmentation by time order and user status

You can also separate new users from long-term customers. Those who have just come into contact with your business will know less about your products or services than those who have used it for years. They’ll benefit from different emails. The most complete and detailed information will be sent to newbies, while leaner emails with less explanation can go to the most experienced users.
In addition, a regular customer should receive different promotions from those who have yet to show their loyalty.