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Segmenting Your Email Campaigns: Give Your Customers What They Want, When They Want It

Written by: Kate Almog Promotion Tips

email_segmentation

As an affiliate marketer, do you use emails to promote health and beauty and other CPA offers? We hope you do. And just like with everything, there are ways to do it more effectively. Today, we are talking about the segmentation of your email campaign, and how it can improve the results of your promotional activity.

First of all, what is email segmentation?

Segmentation of an email campaign means dividing recipients into groups and sending them different types of emails. Before we look into reasons why you should do it and different criteria for segmentation, here’s a snapshot of the effectiveness of segmented vs. non-segmented email campaigns researched by MailChimp: the company found that segmented email campaigns had a 13.46% higher open rate, 53.05% higher click-through rate, 2.27% lower bounce rate, 8.67% less abuse reports and 8.13% lower unsubscribe rate. 2x more people will open your emails – how’s that for segmentation effectiveness? The full report is available here.

useful_email1The main reason behind email segmentation is, of course, better user experience, but there is more to it. Imagine getting emails that are relevant to your needs from the same provider on a regular basis. How long would it take you to start opening their emails just because you already know there’s something useful inside? Wouldn’t it make you trust and value them and probably even prefer their product or service to others? As easily as that, your email marketing campaign can build your reputation and credibility. Even if you are not using emails for sale opportunities (which is rarely the case but still possible) and are sending out tips and news, customers will appreciate not being overflown with irrelevant mail.

As for user experience, let’s give you an example.
Let’s say you are promoting one of our anti-aging CPA offersDermaNova Anti-Aging Cream. Some of your customers have started filling the form but don’t end up going through with it. Wouldn’t it be appropriate to kindly remind them of their unfinished order? Or, wouldn’t it be a great cross-sell opportunity to offer those who did order the cream to try another rejuvenating product at the same time, like an anti-aging serum for the eyes? In other words, your customers are at different stages of the cycle, and you should approach your email campaigns accordingly. Using a one-size-fits-all approach will only increase the number of spam reports.

There are different criteria you can use for segmentation, which include:

1.       Location
email_geographic_segmentationNaturally, you can send the same English emails to all buyers of our international CPA offer Pure Asian Garcinia, even to those who purchased it using a Spanish or German-geared version of the site. But it would be more effective to use their native languages for communication, as it shows you have taken the time to think about your customers and their needs before sending. Geographic segmentation can also be used for special offers and discounts on the occasion of local holidays, etc. The actual geo-location information can be obtained through a custom form field on your website or through your email campaign reports.

2.       Customer behavior

If some of your potential clients don’t even open the emails you are sending, then you should go back to the drawing board and start making small changes, especially with your subject lines and see if there’s improvement. Maybe your audience is made up of women who are still hesitant about rejuvenating, anti-aging products because they think only grandmothers use them? Make sure to address this delusion in the next set of emails you send them. If customers continue to cancel their product subscriptions, you should find out what is making them step back and possibly offer similar products that could fit their needs better.

targeted_email

3.       Customer interests

Ideally, you should create buyer personas, i. e. generic characters that represent certain categories of your target audience, and send customer groups that correspond to these personas different types of emails.
Getting to know your customers’ interests is quite simple – you can just add a custom field to your form or ask them via email directly. The more information you get, the better you can segment your campaign.

4.       The date of adding customer email addresses to your list

Customers that you have been targeting for a long time probably don’t need any more emails describing fundamental benefits that your product offers. Make sure to send them only new, relevant information. The newcomers, however, are still unaware of what a popular and highly potent product DermaNova Anti-Aging Cream is, and it’s your call to tell them.

buyer_personas2Keeping your email list updated is a very important requirement for a successful email campaign. With segmentation by date, you can reduce the risk of bounce and spam counts even more.

All in all, segmentation is a practice that should be adopted by every affiliate marketer. The research results speak louder than words. If you add value to your emails and send them to people who actually want to receive them, you will automatically increase your chances for successful promotion of our best-selling CPA offers. Sounds like a road plan to get bigger profits, does it not?

 

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Kate Almog

Affiliate Manager

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