The Benefits of Creating Email Groups
It doesn’t matter if you’re using Mail, Outlook, MailChimp or Constant Contact to deliver your email campaigns – always start out thinking about growth. Here’s some benefits to creating groups in your email campaigns:
- Target demographics
- Improve open rates
- Reduce unsubscribes and spam reporting
- Maximize metrics reporting
Targeting demographics allows you to connect to an individual’s interest as a subscriber and it’s super important because not all subscribers are the same! But before you do that you’ll have to collect all the info to send relevant content to your subscribers from the get-go or you’ll be left with missing demographic data when you need it the most. It’s important to collect the data now, so you can build groups later, when your list gets big and you see the need to segment email campaigns. You certainly don’t want to have to try and engage 1000 subscribers to give you more info 3, 6 or 12 months down the road, so it’s important to collect the data from the start. Not sure where to start or what type of data to collect? It might be helpful to develop a ‘subscriber personas’ to get you asking the right questions. Hubspot has defined criteria to define personas to build the knowledge you need to create email groups.
Demographic data you’ll want to collect for your email campaigns are:
- First and last name (helpful for personalized emails)
- Male or female
- Location: city, province/state, postal code/zip code
- Favourite products
- Email frequency
Improve Open Rates
Once you’ve got your personas figured out, you’ll be segmenting content out to subscribers who want relevant information improving open rates. How does this improve your open rates? Well simply put, do you open content that isn’t relevant to you? You don’t, do ya? If you’re in the habit of emailing deals, promotions and relevant information to the demographic that wants it in their inbox, obviously your open rates will improve. The best way to keep people interested and reading your emails is to make sure they’re getting the information that’s the most relevant to them.
Reduce Unsubscribes and Spam Reporting
Adding groups to your mailing list will help to reduce unsubscribes for the most part because content is relevant to the subscriber and increases the likelihood that they’ll stay subscribed. Sending unwanted information to a major list only increases the chance subscribers will unsubscribe, because they are no longer interested in your emails, or worse, will report the email as spam. On a side note, it’s important to make unsubscribe clearly visible and easy to do to avoid spam reporting.
Maximize Metrics Reporting
Groups or segmented subscribers in your campaigns are darn helpful for reporting because it allows the marketer to really enhance the understanding of your audience and target market. Knowing more about your audience and target market helps you to be actionable by creating a target and seeing if you make that target take action. Understanding metrics also helps you to make decisions. Measurable data is important because it allows you to make decisions and help get your message out. Relevant data helps you make safe, analytical decisions that will have significant impact on your campaigns.
Maximizing reporting is super easy. Measuring data allows you to be actionable by creating a target and in turn gives you metrics to report on – then repeat, over and over again.
Tell us about some of your email marketing personas you’ve been using. Have you outlined personas? How have groups helped to define your reporting? Tell us below!