3 Segmentation Recipes that Boost List Performance

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So, you’re wondering what all the fuss is about when it comes to list segmentation. Maybe you’re using other techniques to improve performance. You should be! But to boost the effectiveness of your email campaigns, you also need to re-think your segmentation strategies.

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We all like to think of our subscribers as a group of like-minded people with a burning interest in our subject. The truth is that a homogeneous audience is a rarity. More likely, your subscribers fall into categories that could include everyone from active respondents to unengaged sleepyheads.

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Different audience groups

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Whether you’re new to email marketing, planning some changes to your existing program, or trying to get more sales from your list, you need a good starting point. So here are the top 3 segmentation recipes that work in any situation.

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1. Frequent respondents

Every marketer should become familiar with analytics and learn why it’s important to monitor and analyze your list. One of the biggest benefits is that you can find out exactly who opened your email, followed a CTA, clicked a link, and visited your website for further interaction. These are your “respondents” as we call them .

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Frequent respondents are subscribers who regularly perform those actions when you send new communications. Since they are highly engaged, they may be your most valuable clients. There’s a clear correlation between customer interaction and purchase intentions, so make sure you give frequent respondents your best.

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The winning technique is to send emails carefully crafted to match their interests. To find out what they like, analyze past behavior – links they’ve clicked, kinds of messages they’ve opened, purchasing history, etc. Send exclusive offers, previews, and discounts to reward them for engagement.

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This is your most important list segment. Ideally, you want all of your subscribers to be frequent respondents.

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2. Newbies

We recommend that you segment recent subscribers. They are brand new to your list and need to get used to your communication cycle and style. On top of that, you won’t have enough information to apply any other targeting criteria.

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Newbies

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With newbies, the priority is to build relationships. Send targeted special offers to grab their attention and engage them in further interaction. Some will show interest almost instantly, and you can apply further filters and actions. Some will need a bit more time to get on board and become frequent respondents.

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To isolate newbies, create a search with criteria such as: those who subscribed in the last 7 days and opened my welcome email.

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3. Sleepyheads

You’ll notice that certain subscribers never respond. There may be hundreds of reasons. Inactive email addresses should be placed in their own segment, so you can try to reactivate them or ask them to re-subscribe.

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Sleepyheads

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If your efforts don’t affect the activity levels, you may decide that keeping them may not make sense. Feel free to simply remove them from your list and replace them with newbies.

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How should you define which subscribers should be classified inactive? Here’s a tip. Search for all subscribers who haven’t opened any of your messages in the last 6 months. There you go!

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New Search Contacts Feature

As you try these search techniques in your GetResponse account, you may notice the new look of the Search Contacts feature. You’re right! It has been completely redesigned with flexible functionality and a more intuitive interface. Read more about the new search contacts feature.

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New Search Contacts

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And if a question pops up, or you need advice, don’t hesitate to let us know. We’re always glad to help.

  • Justyna Bakker

    @Rdster, thanks for the question – that’s a really good one, and one that goes deeper than just segmentation. Going forward you could set up an automation workflow tagging all the contacts that performed a specific action, either based on a subscription to the list or specific action, like opening a newsletter. Tags are contact-bound, and travel between your contact list. Once your tag runs via the automation workflow, you can re-apply that tag manually to all existing contacts in your database manually from the Contacts –> Search level in your account (workflows don’t work backwards). You could do virtually the same thing using a custom field, but these aren’t to be automatically assigned to contacts after a specific action / condition is met – so that would require much more manual digging. Hope this helps ^^ You can also PM me at jbakker-rakowska@getresponse.com if anything remains blurred.

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