Subscriber segmentation is the process of creating more targeted subscriber lists within your list. This process enables you to create a much more personalized subscriber experience. And, the way you go about segmenting your list is through data collection.
In a webinar hosted by
SherpaMarketing,
Hear and Play owner Jermaine Griggs explained that personalized automated emails based on triggers are 43% effective.
That’s a great percentage.
Griggs went on to say that segmentation is the strategy of “using ‘data to segment prospects and customers to deliver personal experiences.” The process is to collect and analyze obtained data and use it to tweak your list for personalization. Grigg’s noted this as “message to market match.”
Okay, segmentation sounds reasonable, but, is this extra step in email marketing really necessary?
Why is Subscriber Segmentation Important?You may be asking why subscriber segmentation is important. The reason is to streamline your process and to avoid bombarding your subscribers with content and offers they aren’t interested in.
Suppose you signed up to a music site to get information on playing the piano, but you continually get email offers for playing the clarinet, or the banjo, or the harmonica. How would you feel? Would you stop opening the emails or worse yet, unsubscribe?
Everyone in inundated with more emails than they can comfortably handle. Getting offers or information that isn’t requested or wanted is just annoying. Subscriber segmentation avoids this pitfall.
Another reason segmentation is effective is the personal aspect of it. The message to market match strategy allows for the building of a trusting and lasting relationship. Your subscriber will appreciate the focused information and offers. He will feel you are truly interested in him and want to help him move forward on his journey.
Taking it Up a NotchTo further cement your subscriber relationship with personalized emails and boost conversion, you might also offer perks, such as an Amazon gift card or other easy to send gift for saying YES to a certain number of offers, or for reaching a certain action level.
Or, you might provide daily or weekly tips in their area of interest. No promotion, just targeted information to help them move forward.
American Writers & Artists (AWAI) offers credits for all purchases and subscriptions that can be applied to future purchases. This is a great incentive to say YES to offers.
Test out these and the many other marketing strategies available and find those that work best for you.
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To keep up with writing and marketing information, along with Free webinars, join us in The Writing World (top right top sidebar).Karen Cioffi
Multi-award Winning Author, Freelance/Ghostwriter, Editor, Online Marketer, Affiliate Marketer
Writer’s Digest Website of the Week, June 25, 2012
Author Online Marketing eCourses and eBooks:
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Today, most authors and new business owners realize the need to create and build a subscriber list. And, where there’s a subscriber list, there will be email marketing.
As with any marketing strategy, you need to keep track of your email marketing efforts: Is your email strategy effective? How many of your subscribers actually open your emails?
These are questions you should pay attention to. While email marketing is a very effective marketing strategy, if most of your subscribers aren’t opening your emails or reading the content you’re providing, it’s a waste of time and effort.
According to Jermaine Griggs (
hearandplay.com), in a webinar he presented through
SherpaMarketing, personalized automated emails based on triggers are 43% effective. That’s a BIG percentage.
So, how do you personalize your emails in order to give them a boost and 'up' their effectiveness?The answer: Through data collection.
Collecting all sorts of user data, such as demographic, behavioral, and even psychographic is the key to creating personalized emails.
Well, there is a bit more. Along with collecting that data, you need to use it to send targeted content and offers to specific subscribers. If warranted, you subscriber list should be segmented.
According to Griggs, it’s all about using “data to segment prospects and customers to deliver personal experiences a human could never manage.” In other words, “It’s all about data collection and using that data strategically.”
Collect and analyze data to use for personalization. This is considered ‘message to market match.’ While you do want to collect different bits of data on your subscribers to enhance your email marketing efforts, your initial intent is to get the visitor to sign up to your list. To get that initial sign up, be sure to keep it simple. If the visitor has to jump through hoops, he’s likely to move on without saying YES. But, once he’s on board, then, through various offers and invitations, you can build on that initial YES.
A simple method of beginning a segmentation process is to offer a particular option or offer. As an example, suppose you’re a ghostwriter and editor. You specialize in three areas: children’s stories, business content, and health content. To find out which categories each subscriber falls into you can ask questions and /or make offers. The responses will add another layer of detail to the subscribers.
In an initial email, you might offer a free critique of the first page of a children’s manuscript. Those who take you up on your offer will fall into the children’s writer category. You will follow the same process to construct a segmented subscriber list that you can send personalized emails to.
This process will enable you to send segmented follow-up emails to your users, rather than the one-email-fits-all type. One email response can easily trigger another targeted offer or information. And, each response or action taken by the subscriber can be added to his profile – this targeted information will allow for more dynamic follow-ups.
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To keep up with writing and marketing information, along with Free webinars, join us in The Writing World (top right top sidebar).Karen Cioffi
Multi-award Winning Author, Freelance/Ghostwriter, Editor, Online Marketer, Affiliate Marketer
Writer’s Digest Website of the Week, June 25, 2012
Author Online Marketing eCourses and eBooks:
http://karencioffi.comKaren Cioffi Professional Writing Services
http://karencioffifreelancewriter.com/karen-cioffi-writing-services/
