14 Tips for Email Marketing List Segmentation

I’m always reminding marketers that the only way to truly optimize the success of their email marketing campaigns is to ensure that they are relevant, timely and engaging.

Segmentation plays a massive role in this strategy. So how do you segment your email marketing lists to ensure they deliver optimum results?

Here are 14 segmentation tips to help you refine your messages and drive engagement.

  1. Gender
  2. Age
  3. Income
    1. Personal
    2. Household
  4. Employment Status
    1. Employed
    2. Self-Employed
    3. Retired
    4. Student
    5. Homemaker
    6. Unemployed
  5. Family
    1. Relationship status (married, divorced, single, same-sex partnership, widowed, etc.)
    2. Number of children
  6. Homeowner Status
    1. Homeowner
    2. Living in rented accommodations
    3. Living with parents/relatives
  7. Geographic Location
    1. Country
    2. Region
  8. Customer Relationship
    1. Existing customer
    2. Previous customer (i.e., has not purchased for a specific period of time)
    3. Prospect (yet to purchase)
  9. Previous Purchases
    1. Purchase type
    2. Product specifics (size, color, manufacturer, model, etc.)
    3. Purchase cost
    4. Frequency of purchase
  10. Interests
    1. Registered via subscription form
    2. Registered by clicks on previous emails
    3. Registered via a survey
  11. Business Turnover
  12. Number of Employees
  13. Subscription Method
    1. Online form
    2. Purchase
    3. Information download (whitepaper, webinar registration, etc.)
    4. Tradeshow visit
  14. Subscription Type
    1. Daily (daily deals, news updates, etc.)
    2. Weekly
    3. Monthly
    4. Based purely on offer/content

There are, of course, many other ways you can segment your list, and the nature of your business will dictate how you manage this process. It should also be noted that not every segment suggested is as cut and dry as it first appears. For example your subscribers’ relationship status can change at any time (and in some cases frequently).

Segmenting your list shouldn’t be too difficult but might involve some heavy lifting via spreadsheet. Your sales or account management teams might be able to help with this process. Information regarding segmentation may also be found in your eCommerce or Customer Relationship Management (CRM) software. It is even possible to use iContact’s reporting system to make segmentation decisions (check out this post to see how an iContact client was able to segment a historic list and better target his customers).

If you don’t have the resources in-house to manage your segmentation strategy, iContact’s advisory services team is available to help manage the process.

How do you segment your lists? Share your comments and success stories below.

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