Your Secret to Better Engagement: Email List Segmentation
Your nonprofit has spent time, effort, and energy building an email list for your organization. You’ve collected hundreds (if not thousands!) of emails from engaged, excited subscribers.
You’ve created beautifully designed and written emails, and you’re ready to start sending them.
But, after a few emails go out to your mailing list, the engagement isn’t what you thought (or hoped) it would be. And after all that effort, excitement, and planning.
You’re left disappointed and confused about what went wrong.
What Happened?
This is something many nonprofits have come to me for help with over the years.
But, no matter the nonprofit, the mailing list, or the marketing strategy, I’ve found the “problem” always boils down to one thing: An incorrect assumption.
When emails are sent to an entire mailing list, you assume that everyone in your audience will resonate with the exact same message… But with how diverse and incredibly unique nonprofit audiences are, that’s simply not true!
So, while I’m never happy to hear about nonprofits having disappointing email experiences… I am always happy to tell them the solution is as simple as segmentation.
What is Email List Segmentation?
Email list segmentation is when you separate your email audience into different lists. Then, instead of sending the same email to your entire audience, you’d send targeted emails to each segment, tailored to be relevant to their specific preferences.
For example, you can create an email list of golfers who have participated in your past golf outing events. Then you can send that list a “save the date” and additional reminders about your next golf outing event. You would still include information about the event to your entire list, but you can target messages to your “golfers” list, knowing that they are more likely to sign up!
Email list segmentation helps your nonprofit send the right message to the right audience. (Because who wouldn’t want to read something made specifically for them!)
Segmenting Your Nonprofit’s Email List
While there is no “right” way to segment your nonprofit audience, there are a few segments that apply to a wide range of organizations.
That’s why I recommend starting segmentation with these three groups:
Friends
Supporters
Acquaintances
Here’s what you need to know about each segment, from who they are to how often you should reach out to them.
Segment 1: Friends
Who are they?
These are the people who consistently support and engage with your organization because they want to be involved.
What do they need?
They know who you are and what you do, so they just need to be kept in the loop.
How often should you reach out?
As frequently as needed to share details on stories, events, and other organizational updates.
How can you engage them?
Ask them to share your content; they’re usually more than happy to support you!
Segment 2: Supporters
Who are they?
These are the people who have supported or engaged with your organization at some level, but aren’t as committed as the people in “Friends.”
What do they need?
They need a bit more convincing to be sold on who you are and what you do.
How often should you reach out?
Send occasional educational emails to offer more details about your organization, your mission, your services, etc.
How can you engage them?
Encourage them to get involved by donating, volunteering, or attending an event.
Segment 3: Acquaintances
Who are they?
These are the people who are curious about supporting your organization or have just started engaging with you in a limited way.
What do they need?
They need to be completely caught up about who you are and what you do.
How often should you reach out?
Reach out on a reasonably frequent basis to share introductory information about your organization and ways to get involved.
How can you engage them?
Suggest ways for them to learn more, whether that’s through video content, your website, or reaching out to a team member.
Growing your nonprofit’s email list can seem impossible when your engagement levels aren’t where you want them to be. But, with a segmentation-forward strategy, the engagement rates you want (and deserve!) are closer than you think.
