Email marketing, along with everything else in life, is constantly changing. There are major changes taking place, especially in how we view the segments in our email databases. We live in a digitally driven world in which consumers want even quicker access to information. This means that email marketers better understand their segments to keep up with the times!
In the past email marketing segments have basically followed standard direct marketing practices. This includes your tried –and- true responders as well as non- responders. Sub segments consisted of new customers, high- transaction customers, high value customers, etc. However, now what personal communications are becoming more digitally apt, email marketing segmentation is no longer the same. It is evolving the same way technology is. The four new segments of email marketing are:
1.The Social Influencer. You know those people that sign up for your emails but seldom respond? Well, they are your social influencers. They signed up- so they do love your brand. It’s just that they are too busy. These days with Twitter, Facebook, LinkedIn, and all those other social networks its difficult to click on every mail. It’s important to try and impress these people. So send them a good quality email- because even if they won’t click through and buy, it doesn’t mean that they will not post it to their groups. This can have a major effect and skyrocket the response rate of your campaign. What’s the reasoning behind this? Well, these people are the funky cool influencers of society. So the more they love your campaign, the bigger it will become!
2.The High-value Customer. Those in this segment might seem the most important on your list. And why, well obviously because they buy from you. They are the so called- short –term revenue drivers. They are the ones that provide you with the cash, while the social influencers provide you with the ROI.
However, one thing must be understood here. Although they buy from you, that doesn’t mean they will help expose you to their friends and relatives. Quite the contrary- often times the love they have for you will remain with them- it’s a best kept secret that they are not too keen on sharing! The Wannabes This makes the biggest bulk of your list- about 80 percent. These are people that love offers and deals and are a fan of your brand. But they also need your assistance. “Assistance with what?” you are probably asking. They want to know the best way to work with you. This marketing segment should be receiving emails with access deals, ways to leverage your website, and become more engaged. They are not looking to be high value or social- they simply need your assistance.
3.The Unsubscribers. These are the ones we would often like to forget. If you have an unsubscribe rate of less than one percent, than you are in a good position.
But why should people that no longer want your email matter? Well, they have the potential to cause brand damage. They are social influencers as well. All it takes is one unsubscribe or “this is spam” click, and already there is a group of people that has heard about how poor your email is. This segment feels that your message was unimportant and uninspiring. Try retargeting this segment and getting them back before the damage is done!
Always remember, in order to give a good performance you must first know your audience!
