Email segmentation involves separating your emails into smaller categories, based on topics such as age, income, interests, or purchasing history. Segmenting your list is valuable because it allows you to send targeted emails based on people’s interests and demographic information. It can make your marketing efforts far more effective.
Here are some tips for segmenting your list:
1. Check-In With Your Subscribers
The best place to start is often by asking your audience what emails they would most like to receive. Ask them to choose from various options including insurance specializations, tips and tricks for complex coverage, insurance news and analysis, market promotions, location-specific information and more – depending on the content you currently produce.
This is perhaps the most effective way to ensure each person on your list receives emails that are relevant to them.
2. Watch Their Click-Through Behavior
What links have people clicked in the body of the emails you send? This is another valuable metric that can help you segment your list.
Monitor and separate your lists based on those who’ve clicked on links to various insurance topics on your website, links to webinars or other content you’ve been promoting, and other key links that provide insights into their interests and motivations.
3. Separate Based On Your Relationships
Wholesale insurance can be a very relationship-driven industry. Segmenting your list based on the relationships and interactions you’ve had with people can be a highly effective strategy.
Your communications will be different with agents you work with on a regular basis, those who’ve interacted with you briefly, and those who’ve expressed interest in the content you’ve produced but who have never interacted with you personally – online or in-person. You can use these lists to craft different outreach strategies for agents at various relationship stages.
4. Track Basic Demographics
Other significant information to consider includes income, location, area of insurance specialty, job title, and more. These factors may prove valuable in deciding how to segment your list, the interests your audience will likely have, and the most effective way to reach out to them.
Segmenting your email list effectively doesn’t have to be difficult. If you’re not sure where to start, ask your audience what kind of emails they most want to receive and start from there. Tracking in-email click-through behavior, relationship status, and basic demographics can also help you sharpen your list.