Segment or lose customers

By 29th October 2010 December 11th, 2017 Digital Marketing

Using MailChimp – a better way to send out emails

I hate spam, and I think you do too? But oddly enough I love sending out eMails.

Something dawned on me the other day, and I have no idea why it has taken me so long to figure it out – but on advice from the team at Logicspot – we have just started to segment our mailing lists.

Logicspot set us up with MailChimp sometime ago.  Before that, we had a disconnected set of spreadsheets, customer data somewhere else, and an online account with another vendor for sending out our emails.

Now this sounds pretty boring, but using the new Social Pro feature within MailChimp, it was pretty good fun. With this feature you are able to find out people’s age, gender, location and how active they are with your company and your newsletters.

An instant success – measurable results

We have a specific holiday promotion that we want to be read, and thought about, and taken up, by a specific segment of our mailing list database.

In the past, we just “hoped” the right people would see the email and would take up our offer.

What we’ve just done is so simple – rather than a blanket email to way over 10,000 people, we segmented our database using the new Social Pro features to pick off just the people who would be really interested in our offer.

We then customised the email so it really spoke to this tight audience … an the result?

  • and not only has our “open” rate (how many people opened the email) jumped from 13.3% to 17.4%, which in the world of e-marketing is a nice jump up
  • our entire promotion has sold out within 3 days – the only advertising being done via the MailChimp newsletter

How can this work for you?

We have chosen to far to segment our list based on gender, age and location. To get started, apart from enlisting LogicSpot to link together your website, CRM and MailChimp/newsletters, I would suggest segmenting three ways:

  1. Segment by most recent subscribers
  2. Segment by “inactive” subscribers
  3. Segment by people who opened, but did not click.

Bottom line?  Connect better with your customers, talk to them with targeted email marketing. Don’t shout at them with spam. Simple!

Written by Chris Thomson of Errant Surf