Most email marketers are aware that segmenting your email lists will yield you more engagement and sales leads at the end of a campaign, but it’s often difficult to determine how exactly your email lists should be segmented. There are several strategies out there, but sifting through the numerous options could take all day, so we took the time to pick out the three segmentation strategies that best serve the needs of financial marketers.
1. Campaign Engagement
There’s no better way to close the deal with quality leads and nurture the interest of not-so-quality leads than by separating your contact list by how they have engaged with your email campaigns thus far.
With engagement scoring tools you can easily see which of your recipients are responding most to your communications and which recipients are ignoring them completely. If you keep sending everyone on your list the same messaging, you can’t expect to see any different results, so the best thing to do is isolate each group and approach them each in a unique way.
Of course keep sending the engaged section the same emails that were working in the past, but alter your messaging and experiment with subject lines to see if you can stir up some higher engagement with the less active section of your email list.
2. Client & Prospect
Separating your clients and your potential clients is essential to maintaining your relationships with clients while nurturing new leads. You don’t want to be constantly selling things to your clients since that can get annoying and you don’t want to be giving away valuable information to prospects for free, so the best course of action is to separate them into distinct lists.
Even if you don’t want to go through the trouble of creating completely separate content for each group, it saves you a lot of time in effort when you’re looking through your reporting since you can simply filter by each list to see how each group is engaging.
3. Geographic Area
If your target market exists in more than one location, especially if they exist in different time zones, you should make sure to split those groups accordingly. For example, if you’re sending an 8 am email to your entire list of clients and prospects, some of whom are in the UK and others in the US. If your lists aren’t separated, your email will hit US inboxes at 3 am which will definitely come off as a bit strange.
Also, segmenting by geographic area is especially important when you are planning an event since the distance an adviser is from an event has a direct correlation to their attendance rate. According to our research, only 28% of advisers are willing to travel over 50 miles to go to an event, so keep that in mind when you are deciding which groups to send an invite.
Taking the time to sort through your email list and segment your contacts into these separate groups will not only increase your engagement across the board, it will also give you a deeper understanding of your post-campaign reporting so you can continue to improve your email marketing efforts.
For more tips on increasing your email campaign engagement, check out these helpful articles: