Segmenting your email list is a very important marketing strategy that helps you to
analyze members of your list and develop innovative ways of reaching out to them in a
way that appeals to them. One way of segmenting your list is by demographics and in this
article we will look at 7 ways your local business can do that.
You can group your list into different age groups such as 18-25, 25-35, 35-45, and 55-65.
The benefit of doing this is that certain products and services appeal to a particular age
group. For example, a real estate agency can target college students in the 18-25 age
group for apartment rentals near college campuses, while targeting the 25-35 age group
for new home ownership.
Dividing your list into male and female members will help you send the right offers to the
right group. For example if you run a dating agency, you wouldn’t want to send a list of
prospective bachelors to the men in your list!
Segmenting by race isn’t a negative move if it’s done for purely ethical reasons. It is
especially suitable for businesses that have products that appeal to certain ethnic groups.
For example, a beauty shop may have different cosmetics lines geared towards African-
Americans, Latino’s or Asian-Americans.
Knowing the careers of your email list members would help a local business with a
product or service that only certain professions would identify with. A department store
could target teachers with back to school supplies, blue collar workers with work
uniforms, caterers with wholesale food supplies and so forth.
Differentiating your list by income levels will help your local business to target the right
people with either high-priced or low-priced products or services. For example, a real
estate agent would market houses under $100,000 to people earning not more than
$60,000 per year, while offering more expensive homes to those earning over $150,000.
You can divide your list into different relationship statuses: single, married, divorced,
widowed and then apply the relevant marketing to each. For example, a personal
counselor would write different emails to singles looking for relationships and other
emails to the divorced seeking healing after the breakup.
Number of Children
This demographic would work well with local businesses whose target market is children
such as family restaurants, theme parks, child-friendly hotels, toy stores etc. For example,
a restaurant could be offering free meals to children under 5years and so would target
member of its list with children in the household. Even if they don’t have children less
than 5 years old, they most likely know other parents who do and will spread the word.