Unlock the Power of Precision: 5 Advanced Segments to Sharpen Your Email List
Segmenting your email list is like building a playlist: different songs fit different moods and occasions. You wouldn’t bring a college frat party playlist to a wedding, or God forbid, a funeral. This is why segmenting your list is so important, because it forces you to tailor your emails to match subscriber preferences to keep them engaged and coming back for more. And yet, many marketers stick to the basics, missing out on the full potential of segmentation.
In this blog post, we’ll give you five advanced email segments that you can use to implement into your email marketing strategy, improve engagement, and boost conversions.
SEGMENT #1: High Engagement, Low Purchase Frequency
This group opens and clicks on your emails regularly but doesn’t purchase often. They’re engaged with your content but aren’t converting into buyers.
Why It’s Valuable:
This group opens and clicks on your emails regularly but doesn’t purchase often. They’re engaged with your content but aren’t converting into buyers.
How to Use It:
Drive home the key benefits of your products to build FOMO, loyalty rewards, or personalized product suggestions & info based on what they’re viewing. Failing this, send them a specific discount (that ACTUALLY does expire and is not a sitewide discount).
SEGMENT #2: Recent Browsers No Purchase
These are subscribers who have recently visited your site and browsed products but haven’t made a purchase. They’re interested but need a nudge to convert.
Why It’s Valuable:
These subscribers are already familiar with your brand and products. Targeted emails with special offers or reminders about the products they viewed can push them to finally make a purchase.
How to Use It:
Address common product concerns, and highlight WHY it’s better than your competitors.
SEGMENT #3: Inactive Long-Term Subscribers
These are subscribers who’ve been on your list for a long time but haven’t interacted with your emails recently. They’ve gone dormant but might still have potential value.
Why It’s Valuable:
Re-engaging inactive subscribers can be more cost-effective than acquiring new ones. Sometimes, a simple reminder can bring them back to life.
How to Use It:
Send re-engagement campaigns with a compelling offer or a feedback request to understand why they’ve become inactive. Utilise plain text emails to grab attention, with VERY simple CTAs or information requests. Use copywriting that is more likely to prompt a response, not generic marketing copy.
SEGMENT #4: Seasonal Shoppers
Some customers only purchase during certain times of the year, like holidays or sales events. Identifying and targeting these subscribers can maximize seasonal revenue.
Why It’s Valuable:
Seasonal shoppers can be converted into year-round buyers with the right approach. Tailored content during off-peak times keeps your brand top of mind.
How to Use It:
Create tailored campaigns around their shopping habits and offer special deals during their preferred shopping seasons. Conversely, find an incentive during the opposite seasons to encourage them to buy. This may require more focus on your product offering.
SEGMENT #5: Content Preference Segments
These segments are based on the type of content subscribers engage with most—whether it’s blog posts, product updates, or special offers.
Why It’s Valuable:
Delivering content that matches subscriber preferences increases engagement and conversion rates. It shows you understand their interests and needs.
How to Use It:
Use analytics to track content engagement and send personalized emails based on these preferences. Don’t bother sending value emails to people who don’t click them, hold off sending discounts to people who are buying frequently anyway. This is how you preserve your email list and don’t burn leads/ profit.
Don’t Settle For This Way of Thinking
Many marketers believe that basic segmentation, like demographics or purchase history, is enough. This couldn’t be further from the truth. While those segments are a good starting point, they barely scratch the surface of what’s possible. Advanced segmentation allows for more precise targeting, leading to higher engagement and conversion rates. It’s time to move beyond the basics and start seeing real results.
Example: Pet Brands. Dog customers who own puppies are completely different to dog owners who own geriatric dogs, so they buy different things, and have different needs.
Don’t Stress About Doing It Yourself
If you’re thinking “this sounds like a lot of work” – you’re RIGHT. It is.
SO if you’d prefer an expert team like Shawfire Media to handle this for you instead, book a call with us today and we’ll add an extra $30,000-$100,000 in revenue per month to your business with smarter segmentation.
Want more segments? Fill in your email below and we’ll send you our master document which includes every single way to possibly segment your email list.
We will be constantly updating this document until the end of time. Gain access below.
