List segmentation with email automation is the best way to send targeted, relevant content to your customers that will create a feeling of personalization for each individual subscriber. Being able to follow-up with subscribers based on their interactions with your email campaigns and website while combining that with list segments, creates multiple levels of personalization that will create ongoing engagement. Before we jump into some strategy for you to execute for your next customer journey, let’s take a look at why doing this is so important.
Car Insurance Automation Fail
A few years back, my car got in the line of fire from a neighbor moving their possessions out and through our lot into a truck. So, I called my insurance company and they sent someone out to take a look at the damages. They told me that since the damages existed in two places (a dresser was dropped on my car), I would have to pay two deductibles. This also included a possible increase in my rates.
However, across the alley from our parking lot was an auto body shop. So, I asked the guy at the shop what he thought of the insurance assessment. He told me he would fix it for me at a much lower cost if I chose not to go through insurance. It was a number I could live with and I’d avoid the headache of higher car insurance premiums. I canceled my claim.
My car was fixed and I forgot about it completely. That is until I got an email from my car insurance company that included:
I got a note from our claims department that you were pretty happy with the way we handled your claim. I’m glad that worked out for you.
Not only that, but they tried to upsell me with renters insurance to boot.
This was an automation that was triggered upon a claim being closed. However, without segments, the automation assumed all closed claims were happy customers. Wrong. Now, do you see why segmentation is an important part of your automation?
How You Could Use List Segmentation & Automation
We love our pets around here. See?
It should surprise nobody that we continually use a pet store as an example. Say a customer comes into the store and agrees to join your email list upon their visit. You notice they’ve bought dog food, some chew toys and bones and some dog treats. You can add them to your customer list, but it would be to your advantage to add them to a Dog Owner segment of that list.
That way a customer journey can be automated for dog owners upon entry to that segment. Follow-ups can include campaigns centered around new toys, the latest treats and other items to enrich the life of a dog. As a dog owner, I know how susceptible I am to wanting to buy all of the cute things and treats that I have to remind myself not to eat. You don’t have to believe me, though. According to the DMA, targeted and segmented campaigns generate 58% of all email marketing revenue.
Let’s take it a step further. If you’ve used the website engagement feature in Automation Pro, you can follow up with the people in your Dog Owner segment based on the goods they view on your website. Follow-ups can be triggered if they’re looking at new dog beds or the new line of Star Wars toys (of which my dog destroyed her BB-8 fetch toy in a matter of seconds). They’re already showing interest in those items, so a triggered campaign containing those goods may just be the reminder they need to purchase.
Continuing with more segmentation, maybe all Dog Owners go into one list for you. The segments are created based on their dog food of choice. If you’re paying attention to their purchase history, you’ll see what’s been bought and maybe even how often. You can automate follow-ups based on when they’re almost in need of more food. Have a campaign sent at that point, maybe even with a small discount to buy then, and you’ll have a loyal customer earned thanks to list segmentation and automation.
So, next time you go to create a new customer journey remember how much more relevant your email campaigns can be if you combine list segmentation with email marketing. It’s your best chance at creating that feeling of one-to-one communication with your subscribers … even when it’s an automated campaign that’s running while you’re out at the dog park.