Email Time: Day #26


Photo by Helloquence on Unsplash

Originally published: July 11, 2019

Not much in the inbox today. Oh well, let’s do this.

EF Ultimate Break

Subject line: Get Early Access to our biggest sale

These people have a lot of sales, huh? I guess that’s normal, but I wonder if it gives people an incentive to act if they know they could just wait until the next sale comes around like…3 days later. So, my overall impression of this email series is that they don’t walk me through anything. I like to think of a website like a building. Your homepage is like a lobby: the first place you see typically, designed to connect everything else and give a brief overview of everything they offer. An email series could be like a guided tour showing you the best you have to offer and trying to answer any questions you have. This company offers many planned trips and frankly I feel overwhelmed. It’s not patronizing to guide a subscriber around what you have to offer. I’m interested in what you have to say, but you have to help me through it. You know your business better than I do, tell me about it in a way I’ll understand. That’s my main issue with their email series so far. To play devil’s advocate though, they might think I’m so far ahead in the customer journey that they think they should just keep quiet and let me look at the deals. That’s a possibility I hadn’t considered until now.

Today’s article is Mailigen’s “How Behavioral Segmentation Can Help With Your Marketing Campaigns”.

Behavioral segmentation is “the process of dividing a business or brand’s total audience into smaller groups based on customer buying behaviors and habits”.

“Companies who implement behavioral segmentation start by analyzing the different paths buyers take to reach conversion and aligning these paths with the various needs, wants, and purchase patterns of their customer base.”

Through this, email marketers create campaigns to target prospects and customers based on previous interactions and predictable next steps.

I’ve heard about this type of list segmentation before and it’s the one that’s intrigued me the most. Most segmentation talks about dividing by demographics, but I feel like that will only get you so far. Demographics like age, gender and race do have commonalities but that doesn’t dive deep into the psychology of the individual people in these groups. The article even states the problem with these types of segmentations is that they rely on assumptions rather than facts.

They list 4 reasons to use behavior segmentation: improves personalization marketing, predicts future behavior, make smarter decisions regarding budget and resource allocations and generate more useful reports and analytics.

They list 7 ways to leverage behavioral segmentation to achieve marketing goals.

  1. Segment your audience by buying behaviors and patterns.

This allows email marketers to reach the subscriber wherever they’re at on the buyer journey. Wherever they come from, whatever needs they have marketers can create an approach that works for them.

2. Segment your audience based on the problem or pain point they’re trying to solve.

This is an effective way to market because it involves cutting to the chase and dealing with their major concern first.

3. Segment your audience based on how they use your products or services.

This is particularly effective at reducing customer churn, identifying at-risk customers and even getting quality feedback.

4. Segment your audience based on specific events or timed triggers.

This can be based around certain times of the year (like holidays) where people buy more or just in general why customers buy from your business at certain times.

5. Segment your audience based on customer satisfaction.

The basic principle is upselling happy customers and making sure unhappy customers don’t take their business elsewhere.

The information you can gather that helps with this: how many interactions someone has had with your support staff, how many complaints they’ve filed, and how many returns they’ve made.

6. Segment your audience based on their specific interests.

With this, you look at how your subscribers interact with your brand content marketing and marketing channels to figure out what they’re most interested in.

And you can also just ask them through a poll or a survey!

7. Segment your audience based on customer loyalty.

This is great when you want to collect customer feedback, run a beta test of a new product, or trying to reduce customer churn.

This post is getting kind of long, so I’m going to shorten this.

They then talk about 4 steps how to get started with behavioral segmentation.

  1. Determine your goals.
  2. Select the type of behavioral segmentation that will allow you to achieve these goals.
  3. Analyze customer and prospect behavior to gather the data you need.
  4. Analyze your results, optimize your segmentation, and try again.

Similar to many campaigns, but involves a lot more data gathering and analysis.

I agree that this seems like a more effective way to segment your list than segmenting by demographics. But the trade off is it involves more work. You can’t just guess, you have to analyze.

Another day. Boom! Until tomorrow!

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