SEO | Website Design | Internet Marketing | Adcuda Kansas City

Getting the most bang for your email buck can happen a few ways, but having a quality list is key, and probably the most important. Although having a well-designed email with tons of clickable links and buttons is great for getting people to convert, what if your email is promoting highchairs and you’re sending it to 20-something bachelors?

First off, you have the bachelors’ emails because you probably sell something other than highchairs. That’s great! A variety of products is the perfect springboard for segmenting your email lists. On your website or at your store, or however you’re getting your mailing list, give options for people to tell you what they’re interested in. You can provide these options with checkboxes that automatically populate a list in the back-end of your site: the magazine Real Simple is a perfect example. When you click on ‘Free Newsletters’, it offers 8 different kinds of emails to subscribe to AND you can customize it even more with the 7 ‘Areas of Interest’.

Immediately, you’ll see your click-throughs skyrocket, and your unsubscribes will dwindle. Wunderbar! Now you can take it a step further. In your email marketing provider (who you send your emails through), you’ll have an option to create segmentation or suppression lists, which you’ll be able to grow by defining your customer’s actions. If nancy@beans.com clicked on a link for bean-bag chairs, you can add her action (Click-Through to Bean-Bag Chairs) to a segmentation mailing list for that action alone. Now you’re sending bean-bag driven emails to Nancy, instead of Joe who only sits on bar stools. Nancy will be thrilled that you ‘know’ her, and she will respond with love, affection, and her credit card.

Although email marketing segmentation might sound like math class, most providers like Mail Chimp or Publicaster make it simple and provide tons of ‘action’ customization. Take a second to play around with it, and you’ll save yourself the loss of valuable customers.