Segmented marketing lists are your email marketing friends. You should already be segmenting your lists, especially because a marketing list can only be associated to one subscription list. But if you haven't gotten into the habit of separating your subscribers, now is a great time to start.
Your lists should not only be segmented in a way that reflects the type of content your recipients will be receiving (for example, a marketing list of women specifically for a women's clothing line), but should also be segmented based on frequency.
Think of your recipients in batches. Your A-listers are recipients that opted in to receive all of your emails and frequently interact with them. Group B consists of recipients that opted in for everything, but only occasionally interact with your emails. Groups C, D and so on are recipients that only opted for the occasional email, are mostly inactive contacts or don't respond to your emails at all.
When you know which recipients respond well and which ones don't, you can start to figure out why they aren't engaging and convert those B and C groups to A-listers in no time.
Still need convincing? Here are a few of the reasons why you should use segmented marketing lists.
1. Obtaining audience insights. Do you know if you have more male or female subscribers? If your business is more local in nature, how many of your subscribers are from your area? Is one group of subscribers responding more than others to your newsletter? Segmenting is a great way for you to see the types of audiences you have and how they respond to your emails.
2. Emailing is easier. If your segmented lists are already created, you don't have to worry about creating a new list every time you send an email. What if you're creating a new list and want to remove certain members? You can create a marketing list with all the records and then use the Remove Using Advanced Find option to remove members that are in other marketing lists.
3. Duplicates aren't a problem. No need to worry, ClickDimensions de-dupes email addresses. So, if Suzy Q qualifies for two different marketing lists used for a newsletter, and both marketing lists are added to the same Email Send, she will only receive an email once. It's good practice to create marketing lists that only contain members that opted in. This method is a good way to automate that process: http://help.clickdimensions.com/managing-subscription-list-opt-ins/
4. You can control frequency, even with an RSS-to-Email connector. The RSS Connector's frequency setting only allows you to set it for one frequency, but you can create multiple connectors for the same RSS feed, and have each connector send to their own frequency. That means you'll have different connectors and marketing lists for leads and contacts that opt to receive blog updates daily versus weekly versus monthly.
5. Increasing engagement. The end game isn't getting in the inbox, it's engagement. You want opens and clicks. When you know your audience, you know more than just their preferences. You know the right time and frequency to send your emails. And when you have that information at your fingertips, you can use it to drill down and get to know your recipients even better.
6. Promoting good list hygiene. When you have smaller groups of recipients, it's easier to filter through and see where the bounces are coming from. Good list hygiene shouldn't only be an annual event; it's a year-round process. Promoting good list hygiene keeps bounce rates low and deliverability high, and when you start to look at your email marketing's ROI, you can see which campaigns and which groups lead to higher web traffic and sales, and which ones need a little extra help.
Written by Louella Lugo, Marketing Success Manager