If you are new to email marketing, you might not be aware of the benefits of segmenting your email list. Email marketing segmentation is an effective method of dividing your list into different groups, each group consists of contacts with similar characteristics and interests. Segmentation allows you to provide more relevant content to your email contacts. In 2015 DMA reported that 77% of email marketing ROI came from segmented and targeted campaigns. A major benefit of using email segmentation is when you are working with leads across a variety of industries, but you want each email to be personal and relevant. Below are some of the benefits of using email segmentation.
Why Segment your List?
Segmentation allows the user to send a clear message that is custom tailored to contacts interest based on past interactions. This is the difference between blasting mass messages to a whole list and mailing promotion emails to individual groups. Marketers can segment their groups in a variety of ways based on the information the client provided during their initial sign up. Real estate agents can divide their lists into clients that are either interested in buying or selling their home. This method is often attractive because the customer isn’t bombarded with mass messages that aren’t relevant to their interests. Segmenting email addresses optimizes your email marketing campaigns to their full potential.
Benefits of Segmentation
According to research, using segmentation will increase sales and engagement with your clients. Vacation rental companies can divide email groups according to their customer’s preferences. If your company is going to run a special for ocean front homes during Thanksgiving, they can create a list of people that have previously visited during the holiday and stayed in an ocean front home. This enhances the relations between the customer and your company because it engages them on a personal level. Targeting your customers based on their interests can help build a better understanding of their wants and needs from your business.
Types of Segmentation
Segmenting your email-marketing lists helps you get better open and click rates. There are different options for how you segment, including merge field, sign up date, subscriber activity reports, and interest groups. Users who segment by merge fields would create their list using categories like zip codes, job titles, or the recipient’s age group. Email marketers can segment according to interests by having the contact provide information in contact forms, select certain drop down boxes, or fill out a questionnaire. Subscriber activity is a more focused way of creating groups because it is based on how they have previously interacted with your campaign and it provides insight into the behaviors of your subscribers. Creating lists according to the contacts sign up dates is often used to target certain customers that might be new to your company or one of your oldest contacts. This helps in how you personalize the message of your email’s marketing campaign.
Overall, email segmentation is a great way to increase the effectiveness of your campaign. Combining these tips into your email marketing campaign for users will improve open and click through rates immensely. Be sure to check your analytics to see how the emails are performing and if you have segmented the correct audience for different industries. For more information on building an effective email marketing campaign contact Paveya today!