30 Ways to Slice Your Email Database for Better Email List Segmentation

如果您是新来的世界email marketing, you might be unfamiliar with the importance ofsegmenting your email lists。But it's a big deal: According toDMA,77% of email marketing ROIcame from segmented, targeted, and triggered campaigns in 2015.

The best part about email segmentation? There area ton ofcreative ways you can segment your email list to run innovative and effective campaigns that leads and customers will enjoy, from geography and industry to content format and topic.您收集的有关电子邮件收件人的信息越多，您必须量身定制电子邮件以使人共鸣的机会越多。

To get your brainstorm started, check out the comprehensive list of email list segmentation ideas below. (Then,download this email marketing planning template to keep all of your email efforts organized。)

30 Ways to Segment Your Email List for More Targeted Email Marketing

The whole point of segmentation is to provide more relevant content to your email recipients. To do that, you'll have to take the time to craft targeted campaigns that take into account not just list segments, butalso领导数据和触发事件，有助于进一步自定义您的电子邮件活动。（（OUR营销团队使用Email Appand theLists Appin the HubSpot Marketing Platform in combination with集线器CRMto accomplish this.)

Bear in mind that while some of these recommendations will work wonderfully on their own, many of them are at their absolute best when crossed with other segments, triggers, and lead intelligence data.

1) Geography

Knowing where your contacts live can be seriously powerful information. If you're a brick-and-mortar business, you wouldn't want to send in-store offers to out-of-towners, right? Or let's say you're a national franchise -- you better be segmenting by zip code to ensure you're not infringing on someone else's territory, or worse, marketing to a location that your organization doesn't even service yet.

Here's a geographically-segmented email I received fromVamoose, a bus service I've used frequently to travel between New York and the Washington, D.C. area. (I can't believe it'salreadytime to start planning travel for Thanksgiving.)

2) Age

如今，各个年龄段的人们都可以访问互联网，这意味着您可以通过电子邮件向大学生，退休人员甚至小孩发送电子邮件。您可能会发现，列表中的人们的一般年龄范围有助于删除目标受众中的那些人，或者调整电子邮件通信的消息传递。

3) Gender

Just as you'd speak to a retiree and a college student differently, you might adjust your messaging and offers based on gender, too. If you have a wide product offering that extends across genders, consider segmenting your list in this manner -- and beefing up the segmentation with other demographic and psychographic details as well.

4) Persona

Speaking of demographics and psychographics, you should have buyer personas that include information of this nature, as well as more detailed explanations of what makes these folks tick and why your solution provides value for them. If you don't have buyer personas created already,use these free templates to create your own-- and then segment your list based on them. Because each persona has different needs and value propositions, they're all going to require different email content for the best clickthrough and conversion rates.

5) Organization Type

您卖给其他企业吗？他们是特许经营吗？Non-profit organizations？Ecommerce companies？企业组织？小型企业？他们都有不同的需求，因此，他们的电子邮件内容应不同 - 因此，相应地分割您的列表。

6) Industry

If you're selling to other businesses, you may encounter leads and contacts across many different industries. Knowing your lead's industry will allow you to add another level of personalization to your email marketing.

7) Job Function

As aB2B营销人员, your email list could contain a whole melee of different job functions -- office personnel, salespeople, marketers, consultants, developers, customer service, accountants ... the list goes on. Considering the breadth of job roles within any given organization, doesn't it make sense to segment your list accordingly?

8) Education Level

You could segment your list based on how many degrees they hold, or how educated a lead or contact is regarding your brand and the subject matter you discuss. If you segment your list based on the level of understanding they have on the topics you write about, you can量身定制您的铅培养内容to speak at the right level.

Here's an email I received fromIdealist, which they sent to me based on my previous indication that I had already earned a Bachelor's degree:

9）资历水平

There are different job roles, and there are different levels of seniority. Perhaps your contact said they work in marketing, but is she the VP of marketing, or a marketing coordinator? Those two contacts will differ in years of experience, salary level, pain points, decision-making potential, and a whole host of other differences that make segmentation critical foreffective email marketing campaigns。

10) Past Purchases

If a segment of your list has purchased from you before, use that information to send them emails catered to that which interests them. Then make your bottom line bigger by identifying upsell opportunities with additional services or complementary products they'd enjoy based on their past purchases.

Here's卡斯珀, the maker of mybed made of clouds, shooting me an email about the other products they offer:

11) Purchase Interests

You can infer someone's purchase proclivities from past buying behavior, or you can just ask. My colleague,Lindsay Kolowich, highlighted companies who do this in creative ways -- such as with surveys -- in arecent blog post about awesome email marketing campaigns帮助them create better targeted emails.

12) Buying Frequency

根据某人购买的频率进行细分电子邮件列表。您不仅可以尝试增加某些购物频率，而且还可以通过邀请您loyalty program使您的品牌更加粘。（（Download this free guide to learn how to more effectively use and measure customer loyalty programs for your business.)

Here's a customer loyalty email I received from my mobile provider,AT＆T，关于他们举办的音乐会的早期门票访问。（您认为他们以某种方式知道我在中学时在迪斯科音乐会上参加了恐慌吗？这很尴尬，读者。）

13) Purchase Cycle

Do certain customers come to you on a weekly, monthly, yearly, or quarterly basis? Or perhaps they only need you at a certain time of year -- a pool cleaner might see upticks in spring and fall, for example. Segment your list based on customers' purchase cycle so you can be there right at their point of need.

14) Content Topic

Here at HubSpot, we've noticed that some of our leads and contacts are far more interested in certain content topics than others. There's one segment that's extremely interested insales and marketing alignment, while another is far more interested inSnapchat for business。So it only makes sense that we segment our list based on the topics our contacts have showed interest in. Take a look at what content gets people clicking, and segment your list based on that.

Here an example of an email I received from推特由世卫组织的建议下(和遵循it worked):

15) Content Format

You may find that特定内容格式are more appealing to certain segments of your database -- some like blogs, others prefer ebooks, and some may only show up when you put on a webinar. For example, in a recent集线器Researchsurvey, 43% of respondents wanted to see more video content in the future. If you know how certain segments of your list prefer to consume content, you can deliver the offer content in your emails via their preferred format.

16) Interest Level

Just because someone converts on a content offer, doesn't mean they actually liked it. Segment your list based on how interested leads are in your content. For example, we might email a segment of webinar attendees that stayed engaged for 45 minutes or more with amiddle-of-the-funnel offer帮助move them alongin the sales cycle, while those that dropped off before 10 minutes might receive another top-of-the-funnel offer -- or even a feedback survey to gauge what specifically lost their interest.

17) Change in Content Engagement Level

你注意到的增加或减少ount of time leads are spending with your content? This is an indication of their interest in your company, and should be used to either reawaken waning interest, or move leads along through the sales cycle while they're at their height of engagement with your content.

这是一个例子Udemy, who segmented their email list to try to re-engage inactive users (I still highly recommend Udemy's online classes):

18) Change in Buying Behavior

Similar to a change in content engagement, a change in buying behavior can indicate a lead is becoming more or less interested in your company. Leads that decrease purchasing frequency, for example, might need a little extra love -- and thus, a dedicatedlead nurturing campaign。

我通常在Lenscraftersonce yearly with my vision insurance benefit, but I haven't yet this year, so they wisely sent me this nurturing email with a gentle reminder to purchase from them:

19）销售周期中的舞台

我在这里和那里都提到了一点，但是销售周期中的领先地位应确定他们属于哪个电子邮件细分市场。销售渠道，销售渠道中间以及销售渠道的底部。

20）电子邮件类型

There's a lot you can tell by someone's email address. You design your emails for different email clients if you're really intosophisticated email design, or if they're Gmail clients,responsiveemail design.

21) Satisfaction Index

Many businesses use satisfaction indexes to determine how happy their customer base is --Net Promoter Score (NPS)是一个非常受欢迎的。如果您要通过数字来衡量满意度，请考虑根据客户对组织的幸福感发送分段的电子邮件。例如，那些NPS得分较高的人可能会提供机会收集评论，推荐甚至销售的机会。但是，那些分数较低的人可能会收到电子邮件，使他们可以使用教育材料，从而使他们更快乐，更成功。

Here'sWayfair's email asking me to review how a recent purchasing and delivery experience went:

22) Customers Who Refer

Consider creating a list segment full of those customers who repeatedlyrefer new businessyour way. These are your biggest brand advocates, and should receive emails targeted towards loyalty programs, refer-a-friend discounts, even possibly trials for new products or services you're releasing to get honest feedback before widespread rollouts.

23）尚未审查的客户

You should always betrying to get more positive reviews of your business,为什么不创建一个目标th段列表ose customers who haven't written a review yet? You could combine this list segment with, say, those that are also social media fans and have a high NPS score. Think about it ... you know they follow you on Twitter and their NPS score indicates they love you. That's just乞讨for an online review email campaign. (Check out this case study guide + template to help you successfully reach out to potential participants and engage them in the process.)

Here'sLinkedIn's email asking me to participate in a feedback survey:

24）店内与网络店访问者

If you have both a brick-and-mortar location as well as a website, segment your list based on where your customers like to shop. You can give invites to in-store events to those customers that give you foot traffic, while those that only visit your webstore might receive offers that should only be redeemed online.

25) Shopping Cart Abandonment

后analyzing 34 online studies of ecommerce shopping cart abandonment,巴马尔研究所determined that, on average,68% of shopping carts were abandoned prior to purchase.Yikes. If you run an ecommerce webstore, you absolutely must have an废弃的购物车电子邮件计划, and you should be segmenting your contacts based on this behavior.

26) Form Abandonment

不是电子商务公司吗？bob全站app您的网站上仍然有抛弃者 -form abandoners。如果有人开始在您的网站上填写一些表格，然后失去兴趣，变得忙碌，有一个糟糕的互联网连接，被僵尸食用...您知道，无论如何...分割那些旨在将它们带回的潜在客户到您的网站填写表格。这个提议在某个时间点足够有趣，可以引起他们的兴趣，那么为什么不尝试恢复其中的一些遗弃呢？

27) Usage

Whatever it is you offer, there are some customers who you could consider "power users." These are the ones that totally get how to navigate your website, use every feature in your software, and make the most of their relationships with your service providers. Then there are the rest of us. Segment out the power users and the strugglers, frequent users, and infrequent users; then send email content that teaches them how to be more successful with your product or service. The more customers use your product, the more likely they are to stick around:Bluenosefound that lack of use was the number one driver of software customer churn.

Here's a use-segmented email I received fromMapMyRun。I feel misleading including it because I truly can't remember the last time I went running, but it's still a good example of list segmentation:

28) Event Attendance

您的组织会主持书籍签名，会议或社交活动吗？不要错过与您已经建立了积极联系的潜在客户和潜在客户的机会。根据事件的类型，事件的主题或主题，甚至不是没有出现的RSVP，将您的电子邮件列表分割。您将能够继续邀请他们参加活动，同时根据您从过去的事件中学到的内容共享相关内容优惠。（（P.S. - Have you registered for INBOUND 2016 yet?)

29) Page Views

You can tell a lot about your contacts from their behaviors, and the web pages they're browsing are no exception. Are there certain blogs they're reading or questions they're asking when they come to your website? Experiment with lead nurturing campaigns dedicated to different topics your website covers to appeal to your site visitors' patterns.

30) Call-to-Action Clicks

Aclickable call-to-actionis what takes your website content to the next level because it helps you generate leads and contacts. (Download 50 customizable call-to-action templates here.）您可以根据您的CTA上点击或不单击的内容来判断您的联系人的语言工作类型。他们是否更倾向于对时间敏感的报价“立即采取行动”或“本月尝试”，还是他们更喜欢更多的“免费”或“折扣”产品的明确报价？使用他们的点击习惯来确定您如何细分电子邮件列表以及伸出手术时使用的语言。

I hope this list has given you ideas for ways to segment your own lists, and most importantly, sparked some创意电子邮件活动you can run as a result of this new segmentation.

那么，您呢 - 您还可以考虑哪些其他方法来细分电子邮件列表？您可以将这些细分想法与他人结合在一起reallyepic results?

Editor's Note: This post was originally published in May 2012 and has been updated for freshness, accuracy, and comprehensiveness.