Email marketing is an incredibly effective way to reach and engage with B2B audiences, but if you aren’t careful, it’s easy to “burn out” your email list by sending to subscribers who aren’t interested.
The longer it has been since a subscriber has received or engaged with one of your emails, the higher the chances that they…
1) Don’t remember who you are
or
2) Aren’t interested in your messages anymore.
These “unengaged” subscribers should only be emailed as part of re-engagement campaigns designed to re-capture their attention.
Regular email sends to the “active” database should be segmented by the following engagement metrics:
1. Recent Opens
2. Clicks
3. Replies
By sending to an active list and segmenting with engagement metrics,, you can focus on subscribers who are most likely to engage with your emails. This will result in stronger deliverability, and higher open and click-through rates.
For better and more effective email campaigns, regularly evaluate and update your email marketing lists based on these key metrics:
- Last email open date
- Last email click date
- Last email reply date
In this video, we’ll show you how to segment new email lists based on the metrics mentioned above:
Segment an Email List Based on Last Email Open Date:
For example, maybe you want to segment your email list and target everybody who’s opened any marketing email that you’ve sent them within the last X days. By targeting subscribers who have recently opened your emails, you can send more frequent emails without overwhelming them or risking unsubscribes.
Segmenting your email list based on the last email open date also allows you to identify subscribers who haven’t opened your emails in a while.
By targeting these subscribers with a re-engagement campaign, you can win them back and encourage them to start engaging with your emails again. For subscribers who haven’t opened your emails in a while, you can send fewer emails or even remove them from your list altogether.
Segment an Email List Based on Last Email Click Date:
Click dates are a great way to effectively segment your list. For instance, once you filter for a Last Email Click Date of less than 30 days ago, you will get a list of everybody who’s clicked in a marketing email within the last 30 days.
By segmenting your email list based on the last email click date, you can target subscribers who have recently shown interest in your content. These subscribers are more likely to engage with your emails and take action on your calls-to-action.
By analyzing which links subscribers are clicking on, you can gain insight into their interests and preferences. This can help you tailor your email content and calls-to-action to better meet your target prospects and or customers’ needs and interests.
Segment an Email List Based Off of Last Email Reply Date:
This email segmentation strategy involves dividing your email list into groups based on how recently subscribers have replied to your emails.
These subscribers have not only opened and or clicked within your emails, they have taken the time to write a reply – making them the most highly engaged of our segments.
By segmenting your email list based on the Last Email Reply date, you can identify subscribers who have recently responded to your emails and personalize your communication with them.
For example, in your communication, you can reference their previous reply in your email and continue the conversation driving them to your conversion event or further down the funnel.
In conclusion, by using segments you’re positioning yourself with more meaningful conversations with email subscribers who are not only ready and willing to hear from you, but have a higher potential to buy from you as well.
Ready to discuss your HubSpot email marketing program with Lead Love?
