Category Archives: Email Marketing

killer-email-drip-campaign

How To Build a Killer Email Drip Campaign

If you have any kind of email marketing strategy then you’ve almost certainly sent out an eblast. You know, that one-time email you send to all of your customers to let them know about a sale or new product or service. Maybe you’re pretty advanced and you’ve segmented your list or sent out A/B test emails. You might even have some stellar personalization built-in. That’s great! But now it’s time to up your email game and start a drip campaign.

Real quick, what is a drip campaign?

A drip campaign is a series of messages that are “dripped” in a predetermined order. They can be automated with email autoresponder software, making it easy and time effective to build a strong rapport with your customers.

You can also create specific email sequences based on your customers’ site activity. For example, anyone who abandoned their cart may get an email reminding them to checkout.

Example:
1. First email triggers upon signup with a “welcome” message.

2. Second email sends 1 day later, asking them if they need any assistance with their account.

3. Third email sends 3 days later and points out a cool feature or product you offer.

These are just quick examples of how a drip campaign works. The specifics are really going to depend on your goals, which we’ll get into a little later.

Does a drip campaign make sense for my business?

You may have already considered one, but came up with excuses not to bother. Any of these sound familiar?

“My business doesn’t really need one.”

“It sounds like a lot of work.”

“Email marketing hasn’t done that much for us anyway.”

But the truth is, if your email marketing strategy doesn’t include a drip campaign you could really be missing out.

According to Epsilon’s Q4 2016 Email Trends and Benchmarks report, triggered messages had 50% higher open rates than BAU (Business as Usual) messages. They also get 119% higher click rates than eblasts.

That’s too good to ignore. Your business does need a drip campaign.

(We’ll go over how a few different types of businesses can benefit from a drip campaign further down… just in case you’re still not seeing it.)

And while setting up a drip campaign initially seems like a lot of work, it’s a one time thing. Set it and—well not forget it—tweak it. But only occasionally. Promise.

So let’s look at the last excuse…

If email marketing hasn’t worked too well for you so far, it might actually be because you haven’t tried a drip campaign yet. Not every business is going to be able to offer exciting flash sales or get customers pumped about new products. Sometimes a lead has to be nurtured in a very specific way. That’s where drip campaigns shine.

success

Setting a Goal

The first thing you need to get started on a drip campaign is a specific goal. Every email you send should be focused around that one goal. Your goal is going to be different depending on what kind of business you have, so let’s look at some different types of goals.

Goal A: Selling A Product

This one is obvious right? Traditionally email marketing focused on sales relies heavily on the eblast.

You’ve got a new product… time to send an email!

You’re on sale… time to send an email!

You put a bunch of stuff on clearance… yeah, you guessed it.

Nothing wrong with doing this. Especially with a little nuance, like sending eblasts about a specific brand to customers who’ve purchased that brand in the past (gotta love segments).

But if this is your ONLY strategy you’re missing out on that sweet welcome email magic. Welcome emails have a 50% open rate—FIFTY PERCENT!

(Seriously, are you not excited about 50%? Because maybe you’re in the wrong field…)

Goal B: Answer Common Questions

Are you overloaded with customer questions? Even though you have an FAQ and knowledge base? A drip campaign might be a good way to get those answers in front of your customers (instead of making them look for them).

Remember that 50% open rate for welcome emails we just talked about? Use that to your advantage! Put your top 3 frequently asked questions right at the bottom of that email. Follow up with other tips and answers to common questions. Your CSRs will thank you.

Goal C: Encourage User Engagement

People are busy. And forgetful. And get bored easily. They might be really excited about using your website to learn French week 1, but eventually life gets in the way. C’est la vie!

So your job becomes being motivating and interesting. A drip campaign can help you re-engage with colder leads. Entice them to log in. Ask them to come to your site to finish filling out their profile. Ask them to tell you about their goals. Ask them to find other users they may know. Keep giving them reasons to come back!

Goal D: Education and Training

If your service relies on your customers understanding how to use it, this kind of drip campaign is the way to go. You have so many features and so many tools and you can do so many AMAZING things… but… there’s a bit of a learning curve.

Even if you offer training and one-on-one time with each of your customers, a little refresher never hurts! Sure, there’s nothing stopping them from going to your site and watching tutorials or reading help docs—but there’s nothing making them either! Your educational drip campaign serves double duty as a training tool and an engagement strategy.

Consider Your Customer

So you’ve figured out your goals you can start writing, right? Well actually there’s another step that is easy to overlook, but super important. Figuring out what your customers are getting out of this! They’re just going to hit unsubscribe (or worse, mark you as spam) if they’re not benefiting from this in some way.

questions
Here are some questions to ask yourself:

Why did your customer sign up? (And why should they stay?)

Did you promise them a freebie or a discount? Will there be more in the future? Do they want to learn how to do something? Are you giving them a clear outline of what they will learn over time?

What information do your leads need to make decisions?

Figure out what your customers need to know to buy something, signup or stay subscribe and make sure your emails include that information.

Do your emails provide value?

Ask yourself honestly if you’d be happy to receive your own emails. Are they blatantly self-promotional or do they actually offer something substantial?

Okay, so… how often should I be emailing my customers?

Your industry and your customers may vary. If you already have a list you’ve been sending eblasts to, maybe take a look at your unsubscribes for insight. If a lot of people checked off “received emails too frequently” you should definitely take that into consideration.

But don’t be afraid to keep your customers engaged a lot in the beginning. You want to introduce yourself, make sure they know you’re there if they need you, and answer any questions they may have.

What should I be sending my customers?

This obviously is going to vary quite a bit based on your specific goals and industry, but here’s a general outline to get you started. Of course your final outline will be much longer if you want to keep your customer engaged on a long term basis.

For the sake of this example, let’s assume you’re offering a free 7 day trial and you want your customers to sign up for your service.

email-drip-order

Email #1 – Welcome
Your welcome email, the one with the HIGHEST open rate, is important. This email can go out as soon as they sign up. In fact, if you’re offering a discount or free download, they will expect it.

Use this opportunity to introduce yourself. Use their first name. Don’t use a spammy title. Let them know what to expect from your communications. Make sure you make a good impression.

Email #2 – Checking In
It’s day 2 and you want to check in and ask how are things going? This email should not only highlight any product or service you want them to know about, it should make them feel welcome. You’re here if they need any help getting started.

This is the moment you want to make sure they are using their free trial. If they aren’t, they’ll let 7 days pass and forget about you. Use a call to action, anticipate their questions or offer training. Remove any barriers they may have from getting started.

Email #3 – Highlight a Key Feature
Keep your customer thinking about you with another email a few days later. (This is especially important if they are in a trial period.) You want to just point out a really cool feature or product and keep them engaged.

Triggered Event
If user still hasn’t signed up, go to Email #4
If user HAS signed up, congrats! Go to Email #6

Email #4 – No Activity
Yikes it’s been 5 days and this user hasn’t logged in or engaged at all. Try to close the deal!

Email #5 – Still Nothing???
Okay, it’s day 7. Do or die. Here’s where you want to offer a deep discount. 50% Off. Today only.

Email #6 – Back to your scheduled drip campaign
This is where you return to the main plan. Depending on the goals you established earlier you might be offering them training or telling them about a new product or service. From here, you can get as creative as you want with ways to engage your audience that makes sense for your business.

Review and Revise

After a few months of emails going out to users it’s time to assess your campaign. Check out open rates, clicks, bounces and see which emails are performing the best.

Consider your subject lines and look at which ones have the highest open rates.

Are your emails starting off strong and then getting less opens and clicks over time?

Are you getting a large amount of unsubscribes for one particular email? Pay close attention to your subject line, when it’s sent and what message it’s sending.

Look for ways to improve your drip campaign. Maybe you’re sending emails out too frequently. Maybe you’re not answering the right questions. Maybe your subject lines need work. Even if you’re doing well, that doesn’t mean there’s not room for improvement.

writing

Writing Tips

Now that you know the basics to get started, it’s time to start writing!

  • Whoops, actually, it’s time to create some landing pages. If you know you’re going to be pointing customers to specific places on your website, make sure those landing pages are polished first.
  • Draw a diagram or outline of your emails. Figure out the subject matter, order and frequency.
  • Now it’s time to write your emails. All of them. It helps you have a consistent voice if you do all of the writing at once. You are in the zone and goal driven and every email will lead back to your goal.
  • Make your emails personal. Use their name. Introduce yourself. Tell them how to reach you.
  • Don’t write a novel. Avoid walls of text. You want short, consumable sentences and phrases.
  • Like these.
  • At least in the beginning.
  • It’s okay if eventually you move on to longer form emails. Your long time subscribers won’t mind because they already expect good content from you and want to hear from you.
  • Include a call to action. Keep your goals in mind and make them clear to your customer.
  • Add a PS or PPS to get people to remember something. People tend to remember the very last thing they read, so this is a good opportunity to point out something important. It also adds that personal “written letter” vibe.
  • Add suspense. If you’re teaching your customers something, tease them about tomorrow’s lesson. If a new product is coming out, mention it beforehand. Keep your customers anticipating your next email.

Get Automated!

Now you should have everything you need to get started on a killer drip campaign and make the most out of your list.

Do you have any tips or feedback? Please add them in the comments.

Transforming email subscribers into sales-ready leads

desk

You have 50,000 email subscribers in 17 countries. Congratulations! But how many of them are really buying your products? The number of email subscribers by itself, is, as you can guess, pretty useless. It is the combination with quality and proven process that makes the difference. So how do we get from mass marketing to mucho business?

1. Moving beyond engagement requires insight

While an engaged audience is a tremendously valuable asset, engagement is no guarantee for sales. A marketer should be much more interested in conversions and the path that leads thereto. So we are not looking to increase opens or clicks, we are looking to connect, engage, earn trust and ultimately, create value. With that in mind email marketing is going strong as one of the cornerstones of marketing. In fact, 89% of marketers say that email is their primary channel for lead generation.

So if the intent is to move your potential customers down the sales funnel and along the customer journey to convert subscribers to clients, this is what should be measured. If you can’t measure how far along they are or how what has led to a conversion, fix that first. No-one wants to market in the dark.

2. Consult the funnel

With every piece of marketing content, treat it like a piece of the puzzle and make a habit of returning to your marketing and sales funnel for reference. Recognize the stages of the marketing and sales funnel.

In which buying stage does this particular piece of content sit? To which prospects does it appeal and how does can it help move him or her to the next stage?

The content needs to be tailored for the prospect at the right stage. This helps a company become intentional about messaging – you may even consider manually writing follow-up emails, as opposed to automating them. It might sound like a strange idea, but even as a temporary measure, it can help get you in the habit of thinking granularly about personalization. When automating follow-up, at the very least, make sure you provide a compelling message fitting your product or service that matches the stage of each individual contact.

3. Segment, then segment further

Not only is segmentation based on sales funnel stage a smart move, but you can also further personalize the experience. Of course, you can segment your email subscribers a hundred different ways: by demographics, buying frequency, interest in high value versus low value items, etc. These days there is more interest in behavioral information and Psychographics.

pillars of segmentation

Regardless of how you decide to slice and dice your email list, the aim is to resonate and bring a subscriber to action. So it is not only building the right segmentation model, but also making it feel like a personalized experience that is “always on the ball”.

Don’t forget the impact imagery can have here. In B2B and B2C pick a wrong persona, or wrong (too general) industry as a hero image can feel very disconnected for the subscriber.

4. Make use of behavioural activation messaging

What we used to call Email autoresponders was once an exception and advanced email methodology. But those (low conversion) days are over. Today, it’s neither very complicated nor expensive to track the behavior and actions of your subscribers and use this information to created triggered messaging sequences.

Although basic automation will make your life easier, triggers are your key to 70% higher open rates and 150% higher click through rates. A trigger is the action, event, or behavior completed by your subscriber (like making a purchase or abandoning an item in a shopping cart), which you track, in order to automatically send a relevant email as soon as the event is triggered.This is the one and only context in which I will suggest that you get “trigger happy.” The trick is to not sit and wait until a visitor or subscriber triggers an event sequence, the data that drives the triggers is a micro conversion by itself, so the new goal is to tease people into revealing their (intended) behavior.

This is the one and only context in which I will suggest that you get “trigger happy.” The trick is to not sit and wait until a visitor or subscriber triggers an event sequence, the data that drives the triggers is a micro conversion by itself, so the new goal is to tease people into revealing their (intended) behavior.

5. Use mid and late stage content

Your subscribers will often appreciate when you give them something of real value, for free. Well, not really for free. Because what we are looking for is getting a feel on who is ready to buy.

Content can be a way to build a positive relationship and experience. Even better, it proves your worth instantly and helps to establish you as a thought leader or specialist. As long as your content doesn’t suck, the trust paves the way towards conversion.

Even if you haven’t started with lead scoring tactics, Webinars can be a good way to see who is ready to promote themselves to sales ready leads. At the same time attendees can see how your solution fits their needs, and a demonstration of how your offering can help them.

Connect, engage and close

Email marketing is excellent for staying top-of-mind and presenting new products or features. Ultimately, your email marketing campaign needs to drive sales. In order to convert your subscribers into customers, keep their sales funnel stage and status at the forefront.
Work consciously on moving them down the funnel toward purchasing. Segment your list, and personalize your emails to provide the right information at the right time to the right audience. Establish trigger emails so all of this can work while you sleep. Provide genuinely valuable content and remain transparent, informative, and inspiring.

How Publishers Can Use Email Personalization to Reduce List Churn

How Publishers Can Use Email Personalization to Reduce List Churn

The average unsubscribe rate for media and publishing sites is 0.22%. So, for a list of 10,000 subscribers, you can expect about 22 unsubscribes, which is not too bad if you send a monthly campaign or so.

But we all know that online publishing doesn’t work that way…

Publishers send emails as frequently as once a week or even daily because frequent emails result in frequently returning visitors, which translates to higher ad impressions.

So, considering the usual email frequency for publications, an unsubscribe rate of even 0.22% is a highly undesirable one.

When people unsubscribe from your list, their lifetime journey with your digital media is cut short.

Because of this, you may lose up to 17 times of the revenue you would have made if the subscriber stayed with you.

As you can see in the following chart, SecureService estimates the lifetime value of a subscriber to be $20 when compared to the lifetime value of a site visitor at just $1.13.

lifetime value

These numbers clearly show that you don’t just need subscribers, you need them to stay with you.

Now:

You can’t ELIMINATE list turnover. But you can certainly bring it down.

That’s what we’re going to discuss in this post:

But before we do that, let’s look at some of the main reasons people unsubscribe. After that, we’ll see how personalization can put a check on them. Finally, we’ll discuss some practical ways to segment your list for sending personalized emails while reducing the list churn.

The top 2 reasons that lead to most unsubscriptions

Litmus rounded up 9 reasons that make people unsubscribe from an email list. This list established undesired email frequency and irrelevant content as two the top reasons leading to unsubscribes.

unsubscribes

A study conducted by ConstantContact too echoed the same reasons for major unsubscribes:

unsubscribes reasons

And that’s not all. These two reasons keep surfacing in all email list exit studies. The one conducted by Epsilon concluded that irrelevant content drove 64% of the unsubscribes while the email frequency triggered another 60% of them.

Now that we’ve a reasonable idea about what causes most unsubscribes, let’s look into why they cause unsubscribes.

Reason #1: Email frequency – When people join your email list, they’re generally not ASKED about their desired email frequency. This results in the subscribers getting more emails that they’d appreciate, thus prompting them to unsubscribe.

On other times, they are asked how frequently they’d like to hear from, but publishers fail to segment their list to reflect this preference. This, again, leads to unsubscribes.

Reason #2: Irrelevant content – The problem of irrelevant content occurs when there’s a mismatch in the subscriber’s content needs and in what gets promoted to them in the email.

The problem of irrelevant content is even more acute for publishers because of the nature of stories they cover. Often, digital magazines cover articles that cater to different kinds of audiences. Plus, a lot of these stories tend to outdate quickly. If the people on your list get content that doesn’t interest them, they’re prompted to unsubscribe.

So what’s email personalization really

Simply put: Email personalization is a way of personalizing your email’s content, timing, and frequency using data like your subscriber’s:

  • name
  • location
  • gender
  • company
  • designation
  • desired contents
  • desired email frequency

… and more.

What email personalization is NOT

I work on a lot of email campaigns. Most of the people I work with don’t need or aren’t using advanced CRM software like HubSpot or Marketo or any other shiny options.

So, when I mention email personalization to them, they’re like “But how can we do it, it’s not like we’re using …”

Perhaps even you think like them.

But it’s not your fault.

Before I explored email personalization, even I was of the view that *personalized* emails only get triggered when some sassy CRM “detects” a particular kind of user behavior.

But I was so wrong.

When I dug deeper, I found that an incredible degree of personalization could be achieved by just building the right segments in the email list.

As you may have guessed, for advanced personalized emails like transactional emails (like the cart abandonment email, for example), you will need inputs from a CRM tool.

But like I said above, a good degree of personalization is possible with simple information about the subscriber. And any good lead generation tool will help you collect this.

How email personalization helps offer relevant content (at the desired frequency)

I hope the above primer on email personalization has given you a head start. Let’s now dig into some statistics that prove how effective it is.

In their Email Benchmark Study (2013 edition), Experian shared that personalized promotional emails got 29% higher unique open rates and 41% more unique click-through rates. Experian also stated personalized emails deliver 6x higher transaction rates.

These are not the only stats . You can find many more that will help you tie email personalization with improved email marketing ROI.

An example to show you how email personalization makes the subscriber’s email experience more meaningful:

Suppose you run an online sports magazine where you cover news about football, stories about NBA, and cycling tournaments.

Now:

At the broad level, your target audience are sports fans.

But…

On a more granular level, you’ve at least 3 types of sports fans in your list:

  • Those who love football
  • Those interested in basketball
  • And those who enjoy cycling

Now, news about a soccer match may not be relevant to basketball fan and nor will news about basketball interest a cycling enthusiast.

You get the idea, right?

You might think that you’re delivering *relevant* content to your *sports fan audience*, which you’re doing in a way. But your content is still not relevant to all your subscribers at all times.

The thing is this:

Specific stories are cut out for specific audience groups. And that’s what email personalization is all about — identifying the “specific” audience groups or SEGMENTING.

If you can find a way to offer the different segments news about the topics they care about, you MAKE the content relevant to them thereby reducing unsubscribes.

And while you might not realize, asking your subscribers about their desired email frequency is but a way of personalizing their email experience. This one looks subtle, but it can bring down the number of unsubscribes significantly.

4 ways to segment a list to reduce churn

Let’s now dive into the different list segmentation tactics that you can use today and improve your next email campaign’s bottom line.

Tactic #1: List segmentation using email frequency preference

Like I said above, allowing people to choose their desired email frequency is a form of email personalization.

By using this tactic, you can make your subscribers feel that they have control over how many emails they’ll receive and when. I love the sites that let me decide this because I like to get just one email a week. Preferably on Tuesdays.

Instead of giving people the option to personalize their email schedule upfront (when they’re just getting added to the list), most people use it as the last resort on their preference center, which users mostly access when they want to unsubscribe.

(To add the desired email frequency field to your signup offer, you need to create a custom signup form field – I’ve discussed how to do this in the following tactic.)

Tactic #2: List segmentation using a subscriber’s content preferences

At Digioh, we create different content types. Here’s a general breakdown of what we cover and the various audience types it caters to:

  • Potential clients – Case studies, promotional posts, general tips about email marketing
  • For current customers – Posts about making the most of Digioh
  • For our publisher customer segment – Exclusive tips and tactics that work for digital magazines (like the post you’re reading or the one here.)

Now:

A person who’s looking at case studies to make a buying decision may or may not be interested in our publisher content series. Our other audience segments too might not be interested in our special tips for publishers.

And so, such posts could look irrelevant to people other than those in our publisher audience group. Needless to say, these subscribers will be easy to lose if we keep creating and sending publisher exclusive content updates to them.

To stop this from happening, all we need to do is to segment our list based on the subscriber’s preferred content types. Doing so will ensure that our subscribers are only updated when topics relevant to them get covered.

To give you an example and a walkthrough, I’ll personalize the email content for all the publishers on our list.

The implementation is pretty straightforward: We will create a signup form that will show up exclusively on our content for publishers. This form will have a custom field that asks the readers if they’d be interested in our publisher content series. This way, we’ll know that the signups from that form where people say “Yes” in our custom field are people who’re interested in our publisher exclusive content alone. To identify such signups in our BLOG SUBSCRIBERS list, we’ll create a segment called “PUBLISHERS”.

The whole process takes about 5 steps or so. (Note: For this example, the lead generation tool is Digioh and the email marketing service is Campaign Monitor.)

Step #1: Identify a group in your audience that enjoys a particular kind of content.

In this case, I’ve already chosen the publisher group from our audience that finds our publisher exclusive tips helpful.

Step #2: Choose all the popular posts on that topic from the blog.

Our audience received the following post very well. As you can see, it’s written for publisher sites, so I’ll go with it.

power moves

 

Step #3: Add signup forms (with custom fields) to the shortlisted posts from the second step

In this step, I’m going to design a signup form with one custom field. The value that users input in this custom field will determine which segment they get added to.

How it works:

The email marketing software will see the subscriber’s data and check the value of the custom field to decide if the subscriber belongs to a particular segment.

To keep things easy, let’s call the custom field in our example as “Send me exclusive tips for publisher”

For creating the signup form, I’m choosing one of Digioh’s premade themes and adding a custom field to it. Also, I’m entering values that this custom field can take.

creating custom field

When a user fills out this form, the email marketing software will see the value that’s submitted in this field and dedice the segment in which this user should be added.

Here’s how the preview looks like:

lightbox preview

 

Step #4: Add a custom field to your list in your email marketing software

For list segmentation to work, your email marketing software must identify any custom fields you use in your signup form.

Since we created a custom field in our signup form, we now need to tell our email marketing software about the same. So, I’ll go to Campaign Monitor to add a custom field to our email list.

(This custom field will fetch the values that people input in our signup form’s custom field.)

As you can see in the following screenshot, I’m listing the different values that this field can take: Yes and no.

custom field

Once you’re done with this, reach out to Digioh’s support team, and they’ll get the two to work together for you. If you’d like, you can also get access to our designers to design customized and exclusive email signup forms (for free).

An easier way to go about this would be to create separate lists but that’s not advisable. Besides, when you use a tool like Digioh, there are endless possibilities of segmenting your list using custom fields on signup forms.

Step #5: Setting the rule for list segmentation

Now, that the signup form has a provision to collect the custom field and that the email marketing tool, too, is set to identify the custom field, we’re good to segment our list.

All you have to do is to click on “Create a new segment” and then set the rule for segmenting. In our case, my rules goes like:

Add a subscriber to the “Publishers” segment if the value of the custom field is ”Yes”.

custom segment

As I click on the “Save and preview” button, I’m shown the new segment.

viewing segments

(Yes, right now – it’s just me!)

That’s all about creating segments in a list using a subscriber’s content preferences.

Note:

In the above example, I’ve walked you through segmenting your list using Digioh and Campaign Monitor. If you use a lead generation tool like Digioh, you can get it to work with all the popular email marketing services.

But for any other lead generation tool or email marketing service, the overall process will be the same.

So if you use any other email marketing service, just Google:

[Email marketing service provider name] + custom form fields

For example: MailChimp + custom form fields

How will we use the publisher segment:

With the publisher segment, every time we publish publisher exclusive tips, we’d only reach out to the subscribers who’re in that segment, thus ensuring that these subscribers always find the content relevant.

When MailChimp analyzed the response of 9 million subscribers to segmented campaigns across different domains, they found that campaigns segmented using the subscriber’s interests got up to 86.34% higher clicks when compared to unsegmented campaigns.

Along with the high click through rate, the unsubscription rate was also recorded to be lower by 24.45%.

better CTR

 

So it’s clear: This kind of list segmentation and email personalization works.

But you should be careful about the segments you need because if you think too broadly, you might not achieve effective personalization. On the other hand, if you try to zoom in a lot, again, you’ll end up 100s of segments. All of which may not be necessary.

Tactic #3: List segmentation using demographics – Segmenting a list based on information like a user’s location and other details is simple. Most email marketing tools allow this straight out of the box.

Campaign Monitor, for example, enables you to easily create segments using the subscriber’s location.

geotargeting
Publisher sites can use this segmentation to set the campaign delivery schedule. For instance, we prefer sending emails to our US-based subscribers on Tuesdays at 11 AM.

In addition to fine-tuning the sending schedules for campaigns, you can also use this information to promote local events to the relevant user segments.

By default, the most that an email marketing software can tell on its own is the subscriber’s location.

To enable segmentation using information like your prospect’s age, gender, or designation, you will need to add more fields to your signup form. These custom fields will pass on the right information to your email marketing service, which will use it to build segments.

Tactic #4: List segmentation using subscriber activity

Subscriber activity is another list segmentation criteria that businesses use. Subscriber activity uses information like the subscriber’s engagement levels to segment the list and personlize a subscriber’s email experience. MailChimp states that campaigns segmented using the subscriber activity data get about 13.49% more clicks than unsegmented campaigns.

An example of list segmentation using subscriber activity would be to resend a campaign to all the subscribers who didn’t open it the first time it was sent.

Neal Taparia from EasyBib tried this tip and increased his email reach by 54.7%.

“The original was sent to 2,723 people. 579 people opened it (21.3%) and 224 people clicked on the call to action (8.2% CTR).

The second email was sent to those who didn’t open the first email. 309 people opened this email and 114 people clicked on the call to action.

This means that between both emails, we reached 53.2% more people, and received 51.1% more clicks compared to the first! The number of unique opens between both emails was 32.6%.”

When you resend your campaigns to people who didn’t open it the first time, remember to change the subject line!

In addition to list segmentation, you might also want to try subject line personalization. In subject line email personalization, you use your subscriber’s first name to personalize the subject line.

Subject line personalization is proven to work for a lot of emails. In fact, in a series of 7 A/B tests that MarketingSherpa ran, the personalized version beat the non-personalized one. Each time. Not only did the customized subject lines win, but they also improved the email and click through rates by an average of 17.36%.

I must admit that I couldn’t find any data to show if subject line personalization works for digital publishers. In fact, Experian marketing services didn’t find any impact of personalized subject lines for publisher sites.

But I guess you should try before discarding the idea because campaigns that benefit from it see huge improvements.

So how many segments do you need

The Direct Marketing Association (DMA) surveyed more than 70 organizations and found that 42% of them had more than 6 customer segments.

no of segments

That said, there’s no “right” number of segments that your email list needs. While most companies opted for more than 6 segments in the cited study, there are some that create hundreds of them.

So, the safest answer to how many segments you need is: as many as you need.

Conclusion

As I said above, a good lead generation solution and an effective email marketing service are all the tools you need to start sending segmented campaigns. While a cool CRM software would be a good-to-have addition to the mix, you certainly don’t have to wait until you get one.

If you’d like to see how you can use Digioh to segment your list and bring down the unsubscribes, just sign up for a FREE demo here.

Do you have any questions about email personalization or list segmentation? Let me know in the comments!

P.S To all the Digioh power users, we were fairly surprised to learn that a few of you don’t segment your lists. We hope that this post inspires you to get started. Tell us if you need any help to take this off the ground.

Photo by Forgemind ArchiMedia / CC BY 2.0

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