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email list segmentation

How email list segmentation leads to marketing success


email list segmentation

We have seen that a major benefit of email marketing is staying in touch with current clients, past customers, and new prospects, as well as nurturing leads. By sending out quality, relevant content you engage and inform all the people on your list.

But will the same content be of interest to everyone on your list? Probably not.

What you need to do is divide up your list into groups of people with similar content needs. Email list segmentation allows you to send each person on your list the most pertinent content at the ideal time.

In this post, we’ll look at the benefits of list segmentation and then discover how to segment your list.

Benefits of email list segmentation

Email list segmentation can be defined as the act of intelligently subdividing your contact list into any number of smaller lists. So why bother? Here are three benefits to consider.

Benefit 1

Email list segmentation allows you to engage effectively with two important groups on your list: people who have already bought from you and prospects who are showing an interest in your product/services, who you hope will become clients. You want to:

  • Build trust
  • Tailor your message to their unique needs
  • Keep them engaged with your brand

Benefit 2

An incredibly valuable use for email list segmentation goes beyond delivering single messages and offers. With effective segmentation you can guide your leads through the sales funnel on their “buyer’s journey.”

email list segmentation

Benefit 3

Another use of your segmented list is when you want to give back to your customers. Email list segmentation makes it easier to separate first-time buyers from repeat customers. You might send a welcome email with a promo code to new leads, and a different campaign to your most loyal customers.

Bonus Benefit!

A bonus benefit to email list segmentation is the role it plays in keeping your emails out of your recipient’s spam folder. When you segment, your messages are tailored to each recipient, and you’ll be less likely to send duplicate copies or send mail to anyone who’s previously unsubscribed.

How email list segmentation works

A good place to start with email list segmentation is to split your list into two global segments:

  • a CLIENT segment, and
  • a LEAD segment.

The way you interact with these two basic segments is critically different and it’s important to keep track of which is which. Clients who have bought from you before shouldn’t be sent the same content and promotions that you send to your new leads, and vice versa.

You then segment your lists of clients and leads by data collected on form submissions, from specific interactions they have had with your marketing, and other interactions.

Interactions like:

  • clicks on a specific CTA,
  • tweets at your company’s Twitter handle, or
  • views on a specific page on your website.

All this data can all help you get specific with your email list segmentation.


The ultimate benefit of email list segmentation is that it allows you to create a more personalized experience for everyone on your list. This means:

  • you sell to leads who are ready to buy,
  • nurture leads who are not quite ready, and
  • cross-sell to clients who have purchased from you before.

Sending relevant content to the right people at the right time is the recipe for email marketing success. Take the time to segment your list!

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The Power of Email in a Social Media Storm

Email marketing nurtures leads

Using email marketing to nurture water industry leads


Is email still relevant in a social media storm?

Of course, it is! Email is still a powerful communication channel and should be part of every marketer’s toolkit.

Email marketing nurtures leads

Email marketing helps you stay in touch with current clients and past customers as well as engaging new prospects and nurturing leads. Newsletters, as discussed last week (read it here), are great at keeping you in touch with your audience. Other engagement like surveys and quizzes keep your audience entertained.

Still not convinced that email marketing could match the ‘power’ of a big Twitter following or lots of Facebook friends?

The power of email marketing

Although there are many benefits to a well-planned and executed email marketing strategy, there are three main ones:

1.    Email is still the #1 communication channel

At least 91% of consumers check their email on a daily basis No other communication channel can match that.

2.    It’s your list

You worked hard to build your list and it is all yours. No one can take those leads away from you.

Online social media platforms, on the other hand, are owned by someone else. Your account could be suspended or deleted at any time, for any reason, without notice.

3.    Email converts!

It turns out email marketing brings in the highest overall ROI of all marketing channels! And its best use is to nurture leads. Indeed, 57% of B2B marketers surveyed plan to increase their email marketing budget next year. It turns out, the average order value from an email lead is at least three times higher than that of social media connections.

The benefits of email marketing are hard to argue. Add to that its low cost and potential to automate and you can’t afford NOT to use email marketing to nurture leads.

The most important element to email marketing is your list. List, you say, what list?

Where do we get our list?

Email marketing is at its most effective when you have permission. Permission to send quality content to a lead’s email inbox. Sending out emails to prospects from purchased lists is more likely to get you marked as spam as get you leads.

The best list is one you build yourself. To build your list you need a lead magnet and a landing page.

Lead magnet

Email marketing nurtures leads

When you use lead magnets, you give your prospects access to gated content. In return, they fill out a signup form on your site. Voila! They just joined your email list, which makes it much easier to engage with, and convert them into future buyers, through email marketing.

Find out more about lead magnets here!

Landing page

Email marketing nurtures leads

A landing page compels your visitors to fill in a form and click a button to download something of value – your lead magnet. Each lead magnet should have its own landing page that convinces readers of the value of your offer and has a form for collecting email addresses.

Design your own landing page! Find some tips here!


Social media has taken marketing by storm. Now you have to connect with your target market on any number of channels. But is social media an effective way to nurture leads through your sales funnel? That remains to be seen.

Email marketing is a tried and true method to engage and nurture prospects. To convert them into customers. Plan and implement an email marketing campaign around your next white paper and see what happens!

Looking for more great posts about content marketing for the water and environmental industries?

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