How important are your email lists? One of the greatest intellectual assets any small business can cultivate is their customer data. It’s common knowledge in 2020 that having contact data for the people who interact with your company is important. So, most business owners do have a list of email addresses they can send to, but there’s more to it.

The next thing to think about is list segmentation. Just as an example, let’s think about shoes. It’s likely a 60-year old man would respond differently to an email about Jimmy Choos than would a 22-year old woman. If it’s your goal to sell shoes, it’s important to get the right product in front of the right customer.

Segments can be based on any number of things like location, age, gender, industry, content, and by any other collected data point. Segmenting works because you can tailor your message to the most appropriate recipients.

What are the best ways to segment your email list? Read on for some hints on how to segment your data.

Email list segmentation best practices

1. Make it Easy

When you get started, try choosing 2 or 3 segments that will make a big difference without getting too detailed. A good exercise is taking a look at who is buying your product or service and identifying their key characteristics and the differences between them.

2. Classify New Contacts ASAP

It’s critical to follow this best practice and segment your contacts as soon as they land in your CRM or email tool. Are you really going to go back to do it later? No. Make sure that whoever is managing your client contacts is keeping track and entering all the details. Otherwise, you might end up throwing marketing dollars to the wind.

3. Keep Track of Email Preferences

Give your contacts what they are asking for, and don’t send them emails they don’t want. If the list builder on your website is collecting data based on email types and preferred email frequency, take the time to create segments for these contacts.

4. Automate It

Another handy thing you can do with your new segments is to send specific, relevant messages at the right time. Utilizing email automation to send newsletters, drip emails, and activity-based emails at the optimum moment is a game changer. Have questions about how you can use OnMarketer to automate your emails? Give Digital 55 a call! We’ll be happy to walk you through the process.

5. Check the Reports

Email marketing is not a set it and forget it kind of thing. Schedule time to track performance and adjust things, as needed. Take notice of things like open rate, click rate, and bounces. Also, what links are your contacts clicking on? This information will help you plan your next email blast.

Digital 55 can help with all the steps in the email marketing process. From the data collection and CRM to our full-service email package, if you’re ready to get started, contact us NOW!