Segmentation is an effective method of delivering the right message to the right person at the right time. It also helps to bring a personalised touch to a campaign.
Research by MailChimp has found that segmented email campaigns gain a 14.3% increase in open rates when compared to non-segmented campaigns. They also get a 63.7% increase in click-throughs. But it’s not just the improved results of an email campaign that makes segmenting worthwhile. It is also an effective way of boosting customer loyalty.
Customer loyalty
Loyal customers are important – they help your company to grow. Not only do they purchase your products/services, they tell their friends about your brand, engage on social media and can even stick up for your company.
To achieve loyalty, you need to offer value to your customers. Email is a channel where you can talk directly to the customer, making it important that the messages connect with the individual. Mass emails simply won’t achieve this, so look for a way of giving people the information that they need to build that loyalty.
Segmenting
Loyalty segmentation goes well beyond demographics and location; you must group recipients depending on their interaction and engagement with your brand. Understanding your buyer’s likes and habits is essential – it will allow you to send messages that the receivers want.
For example, at a gym there will be customers who want to lose weight and some who want to build strength. It is important to find out what each customer wants so that you can send a targeted message. While it might initially take some time to do, in the long run it will save you time and money.
Emails that help loyalty
In our opinion, triggered emails are underused. Triggered emails are automated messages that are sent in response to a customer’s actions. While many companies send the “Thanks for registering” and “Thanks for your purchase” emails, this is where the majority of triggered emails end.
By using triggered emails with a loyalty-based focus, you can send reminders, requests for feedback and invitations to upcoming events. An example of a campaign used in this manner is a travel agent sending an email to a consumer on the day of their return from a trip welcoming them back home and offering a discount code when they next book with them. Think how you could implement this kind of idea within your company.
Customer loyalty helps to strengthen your brand. As email marketing is still one of the most effective communication methods and can be used to create personalised experiences. But to retain loyalty, you must segment your contact list.
For marketing advice specific to your business, get in touch and speak with a marketing specialist on 01858 374 170 or email info@idealmarketingcompany.com
