If you use email marketing to boost your sales but don’t see the results you want, don’t give up, yet. You may need to do some deeper list segmentation to get to the gold in your list.
In this article, you’ll learn how to use social media to build your list segments.
What is email segmentation?
Think of your email list as a bunch of groups on a single list. Your email list is probably already segmented in your mind, but you just haven’t taken the actions to move people into these segments.
What groups can you envision on your list? Customers, potential customers, vendors, friends, employees, etc.? Which of these groups do you currently have on your list (even though it isn’t segmented yet)?
Right now you’re probably wondering what the benefit of segmentation is. Each of your segments has a different concern, pain point for buying, different interests and behavior. When you’re able to speak directly to the pain point in your emails, your email sales conversions will go up.
For example, if you’re a clothing retailer you wouldn’t want to send tall and extra long purchasers discounts on petite clothes. It would frustrate them to no end! All these cute clothes at their fingertips, but none that fit. They may even unsubscribe!
If the clothing retailer had segmented the list, they could send petite specials to the petite buyers and tall and extra long specials to the tall buyers. By targeting the correct audience your email opens, and click-throughs will increase.
There are many ways to segment your list, by geographic area, demographics, subscriber behavior or psychographics.
Social media will give you tons of insight into your subscriber’s preferences, values, lifestyle, gender, city, state region they live in and much more.
Use social media to segment your list
Link your email list to your customer’s social media accounts.
MailChimp has a great tool for this it’s called “Social Profiles”. Here’s how you set it up in your account.
In your MailChimp account click on the down arrow next to your pic and account name. Click on “Account”. You’ll land on the “Monthly plan” page.
Hover over the “Billing” down arrow and click on monthly plans or credits. You’ll land on the “Edit your billing plan” page.
If you’re using a free account you’ll need to upgrade to a paid account. With the paid account you get access to customer service too. You can use the pay as you go option for a paid account.
Scroll down the page to “Social Profiles”.
Click the “Add” button to add social profiles to your account.
You should see the MailChimp terms of service pop up. Sign your name and accept the TOS.
You’ll need to scroll up the screen to get to the “payment screen”. As you can see from the screen shot the cost for social profiles is very reasonable.
CAUTION: Not all your email addresses will be connected to social media accounts. Only 62% of my list has social profiles connected to their email addresses.
Social profiles will be applied to all of your lists. Click on the list you want to use. Hover over “Stats” and click “Social Profiles” in the dropdown.
This is the group stats you get.
Learn your lists predominate gender, age, and their connected social media accounts.
You can also see the “star” rating for your list. Learn more about the star rating for your account here.
Here are the stats for a single email address. Here’s where you can directly follow or connect with your subscriber on social media.
Here’s are 3 ways you can use social media to segment your list:
As you can see above, I now have age and gender demographics I can use.
I can change my images to match gender. A man will get sent an image with a man a woman will get sent an image with a woman. When people see someone similar to them using a product or service, they’re more likely to envision themselves using the product or service and purchase.
I was surprised to see the age bracket of my subscribers. I always thought my readers were older women (like me). Because of this stat, I write differently now. I break things down into bite size chunks so readers with minimum tech skills can follow along. I include videos and screenshots to make it easy for every learning style.
I can see what type of social network people use … Twitter users want info that’s short, sweet and to the point. A Facebook user may more of a storyline. And LinkedIn users are all about business.
No matter how you segment your list you need to be organized and strategic. The object of segmentation is to improve your results.
Track your results!
If you don’t measure it, you can’t track it. And if you don’t track it, you can’t improve it. – Peter Ducker
Put an email calendar together that supports your sales. Send discounts when your sales slow down. Plan your seasonal communications ahead of time. Don’t rush to get things out, that’s when mistakes happen.
Above all be consistent with your outgoing emails. Send on a regular basis, so your readers will recognize your email address and by excited to receive your communication.