Engagement metrics: Easy, sensible way for segmentation on most platforms
Gautam Mane, February 28, 2019
Email engagement is an easy and sensible way to segment your email lists, and most platforms have this feature
On paper, email marketing sounds like the easiest part of a digital marketing campaign. You get hold of a few thousand email ids, and you already know what you want to tell people about yourself. So you just put that in an email and shoot it off to all those email ids. Right?
No, that is actually not as simple as it sounds. Let us look at how best you can manage your email marketing campaign, with special emphasis on segmentation of your email list.
You first need to be very clear about what exactly is the end purpose of your emails. Some emails are written just to inform recipients about a new product launch or to issue a clarification.
Other emails might have more specific goals of wanting to guide the recipients to a new website or to certain other websites where you want them to, say, vote for you.
There are other emails which want recipients to take advantage of some offer and actually buy from you.
The segmentation of your mailing list needs to be done according to the purpose of your mail campaign.
While you are working on your segmentation, you need to also ensure that your email has adequate opt-in options for the recipient. Most email marketers put in place a double opt-in form which ensures that those recipients who opt in both times are actually completely engaged with your email and are keen to engage with you.
You might use a number of parameters to properly segment your email recipient list. You could start from the basic demographic profiling method in case your product or service is very pertinent for a particular gender, age group or location. You might go for more data-driven segmentation based on your recipient’s activities on your social media business profiles. But the best way to segment your mailing list is to track the recipient’s behavior during your earlier email campaigns.
Some recipients might have totally ignored your earlier communications, either by putting a filter to ensure that your emails have gone straight to their recycle bins, or they could have deleted your emails themselves without even opening them. This kind of recipient is the most removed from you, and you might want to consider removing them from your present mailing list.
Then there would be those recipients who did open your emails the last time (which is a good sign), but after that they either took no action on your emails or worse, deleted after reading. For such recipients, you need to work on both your subject line and more important, your content.
They are not entirely disengaged, but after they have read what you sent, they lost interest, which is a sign that you must make your content more compelling and engaging. You might consider writing a separate mail to those recipients with very engaging content and also queries as to what would be of more interest to them.
The final segment consists of those who had clicked on your links the last time, and maybe even given you business. This set is the best for you and you must club them into a segment where you can solicit fresh business from them, and more importantly, ask them for referrals.