Send segmented emal broadcasts

Broadcasts are 1-off emails to everyone within a group. Segmenting your entire mailing list adds value to each group of leads or customers because the broadcast emails are more customized.

Segment your leads and customers based on differences that will translate into more meaningful communication from the perspective of your lead or customer. The added value of segmentation increases with the extent of personal appeal a product has. For instance, if you have a department store, you are likely to have greater success by sending email broadcasts about sale on pink dresses to teen girls (than men who enjoy working with tools). The basis of segmentation is worth considering obviously because, if you are niche marketing, you might segment on the basis of sales funnel stages and customer lifetime value (CLV) as below. You might even sell in a niche that allows you to segment even further on multiple bases of segmentation simultaneously. In this case, you will start segmenting based on the most critical basis, as illustrated below.

Group A membership: Your leads with $0 customer lifetime value

The members may be further divided by psychographics. 

• Message:
• See our blog about product X 

Group B membership: Low ticket customers

• Message: We see see you've gotten X, have a look at our other product Y [an upsell]

Group C membership: High ticket customers

• We see you have bought [premium product]. Here is content to help you use the product better. We would love to hear your thoughts. [reviews]

Some bases on which segmentation often occur include the following. Regardless of how you segment your email broadcasts, your message should reflect what adds value to the segment as a whole. 

• B2B vs B2C. 
• Stage in the sales funnel
• customer life time value

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CONTENT RELATED TO SEGMENTED EMAIL BROADCAST

• Broadcast email marketing: an Amazon case study: '12 Days of Deals' before Christmas
• Autoresponse email sequences: a step by step guide