More and more companies are using Email Marketing to talk to their customers. Done right, email marketing can be one of the most cost effective communication tools available to marketers. However as more and more companies jump on the email marketing bandwagon, ‘doing it right’ becomes more important than ever if you want your email campaigns to get the attention they deserve.
Over the next few weeks, we’ll cover off a number of practices you can engage to Create Emails Your Customers Will Love.
In this blog post we put the spotlight on how Segmentation can help you to create winning email campaigns.
Many people know that a proven way to increase the effectiveness of email marketing is to tailor your campaigns specific to the audience, through the use of segmentation. By breaking down your entire database into smaller likeminded groups, and then tailoring your content to better meet the needs of those groups, your campaigns are likely to be far more relevant, and valuable, to the recipient, which will ultimately improve your email marketing results.
So it’s time to stop treating everyone on your email list the same! A recent survey conducted by Monetate, revealed that segmented email campaigns result in approximately 30% higher open rates and 50% higher click through rates than standard bulk email messages.
Many companies consider segmentation to be complex and time-consuming; however that doesn’t have to be the case; even very basic, simple segmentation can yield significantly improved results.
Segmentation can be as simple as dividing your database into groups based on the demographic information you know about them eg based on the recipient’s location or if relevant, gender. Or if your data allows, segmentation can be more sophisticated, yet still reasonably simple eg by date or item of last purchase, value of loyalty points, etc
Even for firms who hold little information on their customers, segmentation can be an easily achieved option if campaigns are being sent via a specific email marketing platform such as MailChimp, SmartMail or Constant Contact. In these situations, marketers can segment their lists based on the recipients’ behavioural response to previous emails sent. For example, identifying those recipients that didn’t open your last email campaign – and then resending your campaign to them, but this time with a different subject line. Or sending a specific email to a group of recipients who showed an interest by clicking to read one of your topics in a previous email. Or prepare a compelling re-engagement campaign to those who haven’t opened your emails for some time.
Whichever way you choose to use segmentation with your list, you’ll find that delivering content that’s more relevant to the reader, will provide a more satisfying experience for them, and will be more rewarding for you.