Segmentation Strategies for Higher Deliverability and Click-Through Rates
Email marketing is the best ways to build your business, boost sales, and create a business that continues to grow regardless of algorithm changes and marketing method updates. Email marketing is really where the money is. You’ve heard it before: “the money is in the list,” and they’re not joking. It can actually be argued that with any online business, the list is your entire business.
One way to ensure that you get the most from email marketing is to segment your list for higher deliverability and better click-through rates. Here are the ways you can segment your list to get the most bang for your buck. Today, you need to look at your audience as a lot of individuals who want you to speak to them one-on-one.
Which segments you choose depends on your audience, your niche, and your goals. Choose wisely, but don’t do them just because this says to do it. Do it because you’ve studied the situation and know that it will help in your particular case.
This tactic is pretty obvious but may not have any use for you. It depends on what you’re marketing to them. If you have a lot of products that fit in with different age groups then this might work. You can change a campaign in very simple ways for the various demographics, such as simply changing out a picture.
Give Them a Survey
You can segment your audience based on answers to a survey. That way you know what they want to know about based on those answers. You can even create a special email marketing message or adjust them accordingly based on their answers.
Let Them Self-Segment
You can allow those who sign up for your list to choose how often they want to get email from you. If they’ve picked how often they want the info, they'll be more likely to open it.
You can do a lot with location, depending on your niche. For example if you’re in the fitness niche, it’s good to know that 40 percent of your audience is from Australia while you’re in the USA. Why? It’s winter in the USA when it’s summer in Australia. This can be important to differentiate in fitness-related email messages.
Putting your audience member on a specific list based on what they’ve bought is a very important way to stop marketing to people who have already bought. If you move people to the right lists, you can market to them in a more targeted way, including offering companion products or services.
One On One
People like to feel special. If you can segment based on the individual behavior, likes and needs of the audience member, that’s great. Think about how Amazon does this. If you buy something such as a movie and a movie like it is released, they tell you.
Your autoresponder software allows you to delve into what your audience does when they get your email. Do they read it all; do they respond or act based on your calls to action? Knowing who opened and clicked is powerful information that you can use.
It’s important to set a goal and develop your strategy around that goal. The more you know what you expect the outcome to be, the more you can plan ahead to target the specific segments of your audience that you need to in order to succeed.
Soft Bounces versus Hard Bounces
In order to improve delivery rates and click-through rates, it’s important to understand what “bouncing” is and the different types of bounces that you might experience when engaging in email marketing.
When an email bounces, it means that the email isn’t delivered to the recipient for some reason. Sometimes it is delivered, but it’s put into the spam folder and you still get a message that it bounced. In that case you’ll notice that you get a bounce notice for someone who did open the email.
Sometimes it isn’t delivered because the email address is false or it isn’t delivered because the server is down. In both cases you’ll get a notice that the email bounced. This notice might say something like “we’ll keep trying” on that delivery. Within each notice is information that will inform you about what type of bounce it is so that you can take appropriate action.
The two type of bounces that can happen are:
- Hard Bounce – This type of bounce occurs when the email address doesn’t even exist in the first place or the server has broken or no longer exists. It might also happen because the domain is fake to start with. The important thing to understand about a hard bounce is that it cannot be changed, or recovered, and is permanent. The only thing to do when you get a hard bounce is to remove that email from your list and block them from being able to rejoin your lists with that email address or domain.
- Soft Bounce – This type of bounce happens due to error and can be temporary in nature. It happens because the email box is full, the file might be too large for their box, and for many other reasons. Sometimes it is because your email triggers spam results and you get dropped into their spam box. You don’t have to remove these bounces immediately, but you should watch them and if it happens repeatedly, go ahead and remove them.
These two types of bounces are important to learn about because it will help you avoid deleting people for no reason. Sometimes people go on vacation and that can trigger a bounce due to their vacation autoresponder. It would be a shame to miss out. To deal with this type of bounce you could offer a 30-day break in emails to people. Email the people on your list who have this problem and let them know of the option.
Ideally you want to keep your bounce rate under 10 percent, if not lower. If you monitor your email autoresponder account and study bounce reports, you’ll be able to start identifying bounces and understand your bounce rate more. You’ll be able to lower your bounce rate substantially by monitoring and taking action.
Choose a Networking Group That Works for You
One of the most important ways to get ahead in the world is to make connections with other people. These connections can lead to opportunities and joyful situations for everyone. You might meet someone who can help you boost your business to the next level, or if you’re not married you might meet your future spouse. Here are some tips on how to choose a networking group that's right for you.
Ask Your Contacts
You already have contacts that you work with on a regular basis such as vendors, contractors and colleagues. Simply ask them if they’re part of any formal networking or mastermind groups that you can check out. Be sure to ask them what types of people are in the group, and what the goals of the group are.
Know Your Reason for Joining
Before you join any group, it’s important to figure out why you want to join a networking group. For example, do you want to find customers or do you want to find partners?
When you find a group to join, set some goals. For example, if you want to get new customers you’ll need to ensure that you talk to people who can become customers. Get them on your lists, and market to them via the list. What goals do you need to set to accomplish that?
Do Your Research
Check out the leaders of the group, what the group stands for, and as much as you can about the membership. The members are very important but so is the leadership, so leave no stone unturned.
Find out the Goals of the Group
Each networking group usually has a goal of some kind. Sometimes the goal of the group makes it impossible for you to make a name for yourself, because they don’t allow members to network freely.
Know the Costs and Fees
Many networking groups are free, but others have a cost to join. They may have membership fees up front, and then of course you may need to pay for other expenses such as travel, food, and so forth in order to fully participate in the networking group.
Try Out Some Events
When you’ve done enough research to feel that the networking group is a good one, try out some events. You might have to buy a membership in some cases in order to go to an event, but it will be worth it if you’ve done your research.
Don’t be afraid to ask members and leaders questions about the networking group so that you can be sure it’s the right one for you. Ask members how long they’ve been part of the group. Try to identify the movers and shakers in the group, because you want to become one.
Participate Once You Join
The biggest factor once you’ve picked a networking group or two to join is that you need to participate in the group. Volunteer, host, talk to people, and do all you can to make yourself known within the group.
Networking is a very powerful way to make your world bigger and better. You can meet all sorts of people that will help you and that you can help on your journey in business and life. But, first you must choose the right group for your needs. You might even need more than one group based on your goals.
How Often Should You Attend Networking Events?
Networking events are wonderful ways to learn more about your industry, get to know movers and shakers, and even become a mover and a shaker. There are many reasons to attend networking events that you should consider. But, if any one event doesn’t fulfill at least a couple of these factors, then there is no need to go. Attend as many events as you can afford and that you’ve researched, to fulfill at least a couple of these reasons to attend.
To Increase Visibility
The more events you can afford to attend, the more visible you and your business will become. Visibility helps your business because the more known you are, the more people trust you.
To Be the Expert
As someone who is going to a lot of events, you can be the expert for your niche at the event. Answer questions, be open, honest and transparent, and people will start to see you as the “go to” person for that niche.
To Build Relationships
Knowing people online is great, but meeting them in real life is even better. Getting to really talk to someone in person, see their face, shake their hand or hug their neck builds relationships beyond what you may have thought a business relationship would become.
To Stay on Trend
In-person events are usually a lot more up to date on the trends than other types of events. You’re going to learn so much about what’s happening right now, what’s in the news, what’s hot right now and more.
To Connect with Key Influencers
Most key influencers attend a lot of live events. They do it because it keeps them a key influencer. You can’t be a key influencer and remain unknown or anonymous. You must meet people in person and meet them a lot.
To Learn from Others
Most networking events offer some form of learning opportunity. If you open your mind and listen to everything anyone says, as well as the speeches given, you’re going to learn so much from others about your business.
To Find Partners
One really great way to find joint venture partners is at networking events. Most of the time a person who will spend money going to a networking event isn’t a scammer, is likely pretty honest, and could even be a potential serious partner for your serious business.
To Improve Your Marketing Message
When you go to a networking event you’re forced to work on your “elevator pitch,” know your value proposition, and talk about your business. Talking it out helps you make your message even better.
Attending networking events is a really great way to build your business, learn more about your business, and make the right connections. If the events you’re choosing from fulfill some of the reasons to attend and it’s within your budget to attend, you should do it.
Technology has been a huge influence on how people have marketed their goods and services ever since people have had goods and services to sell. Whether it was the printing press, the radio, television or the proliferation of trains and cars that made traveling easier, something new has always come along to change how marketing is done. But nothing has ever been as noteworthy as the internet.
Consumers Are Smarter Than Ever
Because of the internet, consumers have a lot of information at the tip of their fingers that they never had before in the history of the world. Now they can look up information about you, and whether it’s right or wrong they’ll learn something about you and your products before buying. It’s up to you to make sure the right information is out there for them to find.
Social Media Is Ubiquitous
Before the internet, stores had to host huge events that were quite costly in order to stir up conversation and social interaction. Today, they simply need to start an active Instagram account or Facebook group or page. Everyone uses some form of social media today to gather information and learn about your business and offerings. In fact, more than 80 percent of the US population uses social media.
Your Audience Is Starving for Content
It’s important to put content everyplace your audience likes to be. If they like Facebook, you need to be on Facebook. If they like blog posts, you need to supply them with plenty of blog posts. If they like getting information through email, then you need to accommodate them. It can be difficult to keep up at times, but with help you can work smartly and efficiently by repurposing content as needed.
SEO Is Here to Stay but It’s Changing Too
Due to the advent of the net, pulling your audience to your information requires knowledge of search engine optimization. This can include on- and off-page optimization of a website and blog, but also of article titles, social media posts and more. It’s all about attracting the right audience to your information.
The Customer of One Is Now an Imperative
Due to the ability to automate and personalize using technology that has been created since the advent of the internet, business owners can make their customers feel special and unique. Even though customers are smart and know a lot of it is automation, they do appreciate it and it shows in purchasing habits.
Inbound Marketing Has Taken Over
Bringing your customers to you is now how inbound marketing works best, as opposed to outbound marketing which was how marketing started. It was posters, magazine ads, commercials – these things all interrupted the consumer to give them the message. Now it’s less intrusive and all about bringing them to you with the right information.
Ecommerce Generates over 1.2 Million Dollars Every 30 Seconds
It seems like e-commerce has been around forever. In reality it has been around in a smaller way since the 60s, but it really came into being as it is today in the 90s when the first book was sold on Amazon in 1995. Nothing has ever been the same since, and it just grows and grows. Online shopping is bringing back grocery delivery even.
Augmented Reality Is Next
What you can look forward to is augmented reality. This will enable people to feel as if they’re in a store when they’re really online. Movies have depicted ideas of augmented reality, such as the Tom Cruise movie about virtual data called Minority Report in 2002. Now marketers are trying to figure out how they can work augmented reality into the everyday lives of consumers.
It’s imperative that you keep up with how marketing is changing in terms of the tools that are used. In many ways, the principles don’t change much. You have to find a way to educate your audience, inform them, engage them, and build relationships with them, so that they trust you enough to spend their money on your products or services.
The New Improved Rules of SEO
A lot of people think that SEO is just a trick, or a bunch of shifty tricks to take to get people to come to your website. While it is true that some of the methods you read about seem somewhat unethical, the fact is that if you follow the rules of SEO without trying to mislead anyone, you’ll find that they are sound business practices that help you build brand awareness, get more traffic and make more sales in an honest and effective manner.
Consumers Are Smarter Today
Most people who are shopping online are clued in on the tricks of the trade now. They understand sales pages, and know what clickbait is and they don’t like most of them. You want to acknowledge that fact with everything you do. Respect their time and don’t trick your audience.
Mobile Optimization Is an Imperative
Today websites need to work seamlessly on any device, so mobile optimization is very important. Your audience needs to be able to read, learn, interact, and purchase through their mobile devices without missing a beat.
SEO Is a Long-Term Strategy
Working on the SEO structure of your websites and blogs will take time. It should not be considered an overnight success measure. Instead, it should be considered a long-term strategy that will work over time to affect traffic on your site.
Content Needs to Provide Value
If you know your audience and understand the message that you want to send to them, you’ll be able to create amazing content that provides a lot of value to your audience. The information should be trustworthy, expertly written, without grammatically errors, and interesting to read.
Keyword Density Is Old News
Keywords should be in the title tags, content, H1 tags, URLs, alt text on images, and within the image name. Keywords in content should be included in a natural way without any concern about “density”.
Satisfy the Needs of Your Users
This goes back to creating content for the different personas within your target audience. You have to put yourself in their shoes and know what they would find valuable and useful.
You Must Earn Links
Links tell search engines how authoritative your website is, what topic your website should be ranked for, how trustworthy your website is, and how valuable the content you create is. If people are linking to and sharing your content, engaging with the content, and visiting your website, you’ll earn links. In other words, skip the article directories, blog networks, comment spamming, and link trading. They don’t work.
Social Is a Must
The reason you need to use social media is to build community and relationships so that you can distribute your content and information to people who desire it, need it, and want it. You can simply help people out and then reap the rewards.
When you accept these new rules of SEO, you’ll be more successful with your SEO strategy – whether it’s on-page or off-page SEO. Remember that it’s a long-term process that will pay off many times over if you keep up to date on the new rules of SEO.
Every decision you make has an impact on your bottom line. But, sometimes when you look at the numbers it doesn’t tell the whole story. For example, if someone clicks through a Facebook ad and then signs up for your email list, then due to an email message purchases one of your offers, is that really how it went? Or did they see multiple ads on Facebook in the past? Did they attend a webinar or two and get to know you before they finally made their decision?
By looking at all aspects of your analytics you can determine a lot about how everything you do works together. For example, the content you create is a good example of multi-channel marketing. You create content for email marketing, social media marketing, your blog, and even for freebies. Knowing which content is performing best, when and where, is part of performing multi-channel analytics.
Look at Social Media Marketing
If you were to look at the analytics of social marketing, you might at first determine that social media underperforms in terms of conversions. You may even think that you’re wasting your time on social media. But, without looking deeper you really don’t know what the role of social media is. It may be softening up your audience before they visit your website via a landing page and sign up for your email list.
Set Up Multi-Channel Reporting
Within Google Analytics you can set up multi-channel reporting, which will help you to look deeper into how your buyers actually chose to convert. For example, you will be able to see whether or not they clicked through due to organic search, an advertisement on social media, or an article you shared on social media.
Upgrade to the Paid Version of Google Analytics
If you really want to unleash multi-channel analytics, then you need to upgrade your Google Analytics so that you can study your buying cycles for longer than a month. You don’t want to make the mistake of applying the 80/20 rule and eliminating a vital part of your marketing funnel without all the information.
Determine Multi-Channel Customer Experience
The great thing about analytics is that it’s science. When you use science to help you make better decisions, you’ll do a lot better with all your goals. If you know how your customers use mobile, web, social media, email lists and more, you can design your marketing materials better for the consumer.
Getting data from a lot of different sources about how everything works together will help you make better business decisions. Knowing how your business is interacting with prospects and leads across all channels is an important aspect of taking your business to the next level.
A site search box is on most websites; if you don’t have one, it’s time to install one. It enables your visitors to search for information on your website, but it also gives insight into visitor behavior and what they’re really looking for.
Ensure Site Search and Google Analytics Are Installed
Without these two features you cannot access site search data, so ensure that you have a search box installed as well as have Google Analytics installed properly. The best location for your site search box is in the upper right-hand corner, because that’s where your visitors are used to it being located.
Review Site Search Terms Visitors Used
Seeing what your site visitors are looking for is truly an amazing thing. You can see how your visitor looks for something, the terms they use, the format they may search for, and more. If visitors are searching for things you offer, you can make sure you’re using the right keywords so they can find it. If they search for things you don’t offer but they are within your niche, you can create them. Site search gives you huge insight into what your visitors want and need.
Review Where Visitors Performed the Site Search
It’s important to know what page they used the search function on. That will tell you a lot about the visitor and what they expected when they got to the page. You have to look at it from their perspective and re-examine the search terms that brought them to that page, as well as whether or not you need to update that page.
Review Where the Search Terms Took Them
Take the search terms your visitors used, and conduct the search yourself on your site. Where does the search send your visitor? Are you able to find something that they may have wanted that may have answered their question? If not, can you fix it so that every single search term they looked for leads to something relevant?
Can You Create New Products Based on Search Terms?
When you list the search terms that your audience looked for on your site, take some time to brainstorm whether or not you can create products or services that fit in with those terms.
Do the Search Terms Fit with Your Niche?
Perhaps you need to redo your lead magnet if the search terms are irrelevant to your niche or strange in some way. Take a look again at what led your visitors to the site, and see if you can determine what they hoped to see. You may need to readjust your site and keywords to better fit your audience.
Do You Have Products And Services That Fit Those Terms?
Can you identify products and or services that fit the terms that your visitor searched for? If so, did they find them? If not, why not? How can you make it easier for your visitors to find what they came to find?
As you can see, using internet site search can really boost your website’s potential in amazing ways – provided you use the information gathered correctly.