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How to Effectively Segment Your List to Maximize Deliverability #Swiftpage

by ‎11-06-2012 10:35 AM - edited ‎11-06-2012 10:36 AM (5,496 Views)

by Audrey Howes, Swiftpage


List segmentation is an essential part of a truly successful email campaign. We’ve compiled 5 different ways you could segment your list. While the possibilities are really endless, we think these are an excellent starting point for those new to the segmentation process.


  1. Demographics
    Demographics is an obvious starting point when segmenting lists. Think location, gender, industry, age, etc. For example, if you have subscribers from across the globe, show them you recognize their location be sending to them during their business hours (hello email scheduling). Don’t send a customer in the UK an email about a US only sale, etc. When using demographics as a segmentation technique, your methods may change with each email blast.
  2. New Subscribers/Customers vs. Established Subscribers/Customers
    When you are trying to earn business, your communication should be different than when you are trying to keep or maintain business. Segmenting your list based on prospects and established customers is a great way to earn new and keep old business. Make sure you are not just sending the same email to both groups. Change up the messaging to speak directly and specifically to each group.
  3. Email Behaviors
    Over time you will learn about your recipients based on the way they engage with your emails. If one group consistently clicks on information about one product or service, segment them into a group that receives more emails and offers about that product. If a group of your list always opens your email, test the waters by sending them more frequent emails. On the flip side, if a group never opens your emails, place them into an inactive reactivation campaign to try to win them back.
  4. Preference Based
    On your email subscription form, include a question or two about the types of emails your new subscriber would like to receive. Do they want to receive newsletters and offers or just offers? Are they more interested in how-to emails or product specific emails? Don’t be afraid to ask recipients to tell you about their preferences once in a while. It keeps your segmentation relevant and your recipients happy.
  5. Your Best Customers/Clients
    You know who your best customers and clients are. Show them you know by sending emails especially for them. Offer better deals, special discounts or free gifts to recognize their loyalty to your company. Reach out to them to ask for opinions about new products or services or to gain feedback on your customer service. They’ll thank you for it by upping their commitment to your brand.