How To Segment Email List When All You Collect Is An Email Address

The money is in the list; A well segmented list.

You should have heard that phrase a million times if you are already in the blogging or internet marketing industry.

The statement stands true and there is a ton of money to be made via email marketing and every email campaign needs not just a list but a well segmented list.

Most of the articles you find on the web will tell you to segment your list based on gender, age and so on. How can you segment a list when you do not collect those information.

These posts are almost always written with a business in mind who will collect a lot more information about the subscriber. This will allow the company to do a varied set of segmentation on their lists before they begin targeting their list.

Hubpost has a 10-12 field option form, social triggers has a email only option form and I have a name and email optin form.

I am writing this article on list segmentation so as to help bloggers and internet marketers who collect minimal information. That is just the name and email and in some cases just the email address. This post will help you better segment your list and increase open rates, conversions and better click throughs.

I recently read an article on MailChimp that stated open rates increased by almost 19%, and click-through rates by almost 22% compared to non-segmented sends.

When MailChimp measured stats “across all segmented campaigns,” segmented campaigns performed markedly better than their non-segmented counterparts.

Opens: 14.28% higher than non-segmented campaigns
Unique Opens: 10.36% higher than non-segmented campaigns
Clicks: 57.69% higher than non-segmented campaigns
Bounces: 1.17% lower than non-segmented campaigns
Abuse Reports: 8.19% lower than non-segmented campaigns
Unsubs: 8.52% lower than non-segmented campaigns

We will touch a little bit on the basics for those beginners and then move into the various techniques you can apply to segment your list.

What is List Segmentation?

Segmentation is the process of segmenting or partitioning your leads generated and targeting them individually. list segmentation is creating manageable lists, or segments, from your larger list. Most companies segment lists based on Age, Gender, Interest and so on. For example. You have 1000 subscribers on your list, by sectioning them by gender, you can target 300 women with products related to them and the remaining 700 with products related to men. This helps improve open rates, conversion rates and even reduce unsubscribe rates.

How Will Segmenting Email Lists Help Me?

Segment email lists and you will immediately start seeing results. The process of email segmentation will help you keep your lists more organised, targeted and optimized.

The segmentation process all depends on you and the data you collect from your readers. Not all email marketing software comes with tracking the type of user so as to allow you to segment. In order to do this you need to apply some simple strategies so that you can segment them later. I will talk about the techniques you can follow in the following sections of this post.

For example. If you were a blogger who’s niche was shoes. You are collecting emails addresses as part of your effort to sell shows to those who subscribe. There is a good chance that you will have a lot of disinterest subscribers who will leave because you might be selling shoes for Guys to all the ladies on your list and vice versa.

This is a bad for business and you will be sending money out the door. To avoid this you will segment your list and target the right audience.

When Should I Segment Email List?

If you are a company you can do email segmentation at any point in your list building process. That is because they have the flexibility and the funds to change things around quickly.

But as bloggers it makes things very difficult for us as we are not always equipped with the best tools and loads of cash. For this purpose its best that we begin segmenting our list from the very beginning. This does not mean that you cannot segment your list mid way through.

You just need to start working out new segmentation models the emails that you have already collection might not fall under the segmentation process but future emails can be segmented with the right strategy implementation.

Lets take look at that in the next part of this post.

How Can I Start Segmenting My Email List?

I made the mistake of not segmenting my emails and when I really wanted to segment my emails I realised that I do not collect a whole lot of information using my forms. This made it difficult for me to segment my emails. Thinking about it almost all bloggers and marketers just collect an email address or name and emails.

This is does not give us enough room to segment our list based on Geo, Age, Gender. With that said I was able to come up with a simple growth hack or a workaround that will help you segment. You can either collect more information from your subscribers or simply segment them by interest.

If you want to collect more information you know what you need to collect. Name, Age, Gender, Company Name, Geo and email. This should give you enough room to segment your list very well.

But if you are like me and don’t want to hassle your readers into providing so much information then you can follow my strategy. Or at least the one I’m about to implement in 2016.

Segment your list based on Interest.

You might be wondering how on earth am I going to know what their interests are. I just collect emails and there is nothing that says about their interest.

Here is the solution: Set up different optin forms tied to different lists within your email marketing software. For example. I set up a subscribe to blog updates form on the home page and that is tied to a list where I send out automated emails every time a blog post is published. Then I have a pop up sign up option that collects emails of those interested in my eBooks and this tells me based on the type of eBook what the readers interest is. I have sign ups like this on various sections of my site targeting a varied set of audience each tied to a different list.

This will  give me a good understanding of what my target audience interests are and when it comes to selling affiliated products I know what products need to be promoted to what audience or list.

This processed will reduce my unsubscribe rates and keep more engaging readers on my list.

Do you have a segmentation process for your email marketing campaign? Let me know in the comments.

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2 Comments

  1. Eddie, a great topic and I congratulate you on writing about it.

    Email segmentation is important and I realised it very early in my blogging journey.

    I went for “interest” split and just used one form to collect the right interest of my reader. I am not link dumping here but just for you and your reader’s information, have a look at my email sign up form at http://reasontouse.com/subscribe/ and you will see that extra field is asked in the sign up form.

    The result is that I have a segmented list with people in all three main areas of my website.

    Your idea is great too. Having more than one form to collect different interests. It sounds interesting but the question is that what is interest “A” person meets your interest “B” form ? Does he/she not miss the opportunity because they never met the correct form?

    Thoughts welcome but all in all, an important topic and well written.

    • That is a good way to segment your list indeed and that would solve the problem of many bloggers. But these days if you notice bloggers just collect emails. They don’t even want a name for personalization. But if we bloggers really want to segment our lists we better come up with creative methods.

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