We’ve covered what email segmentation is and why you need to segment your email list, and we have covered how to segment your email list, but now it’s time to simplify email segmentation even further.
We work with so many professional service firms and lawyers across the world. When discussing email deliverability and targeted messaging, we focus on these 10 core segments to ensure their message reaches their audience.
Let’s break down what those are and how they are used:
- By Practice Group – The folks your attorneys serve and why, and who your attorneys should be serving and why is all you need here.
- By Industry – You can easily create one campaign that can be used for all industries by slightly changing the language to fit each industry list.
- By Behavior – You know what the people want, so categorize and give it to them!
- By Attorney / Professional – You likely already do this, or your attorneys do on their own.
- By Location (City, State, Country) – This one is a no-brainer, especially if you serve various regions.
- By Interest in Your Specific Topic – Have a niche message? Want to say something very specific? This list is key!
- By Event Invites and Attendees – Track those RSVPs and the list of folks who actually attend, and earn bonus points for follow-up emails to guests you saw with a call to action. Tracking and segmenting these event lists is most beneficial for attorneys to see which of their contacts stopped by or attended your webinar, even if the attorney didn’t get a chance to speak with them. A follow-up email to say “so nice seeing you,” or “I’m so sorry I missed seeing you” speaks volumes to your clients about your level of care for them.
- By Client and Prospective Client – Of course you want to send different messaging to folks who are already clients and the ones who should be your clients.
- By Engagement – An easy way to say “hey, we noticed you like XYZ newsletter – check out this info, too.”
- By Cross Markets – If your practice groups aren’t working cohesively to identify cross-market opportunities, RUN, don’t walk. Do it now. For instance, the big oil & gas client you have likely needs labor and employment counsel. The global jet liner manufacturer for whom you provide business counsel needs to hear about your international and corporate tax support. The possibilities for introductions here are endless.
To sum it all up, you’re now abundantly aware that an email list needs to be properly segmented to reach your target audience successfully and meaningfully. Like the client personas, laying the groundwork in the beginning will pay dividends for years to come.
If you’re still not sold on this tried-and-true practice or simply have too much on your plate to handle segmentation, By Aries would love to perfect your digital presence. Give us a call!
