D I V I D E: Why list segmentation matters

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By now, most marketers have come to accept the fact that email is a crucial part of marketing and one that can’t be replaced by other platforms like social media. While that’s a huge win for email, unfortunately, many still do not realise the importance of list segmentation and why it matters. And if they don’t catch on soon, they’ll quickly fall behind.

According to a report by MailChimp, segmented campaigns achieved 14.31% higher open rates than non-segmented campaigns. But that’s not all. Segmented campaigns also outperformed their non-segmented counterparts in unique opens (+10.64%) and clicks (+100.95%) and saw lower bounces, abuse reports and unsubs. And we all know what those figures translate to – higher conversion and ROI.

Still not convinced? Read on to find out why list segmentation matters.

Everyone is unique

Here’s the reality, most businesses, whether B2B or B2C, don’t just cater to one type of customer, even if they’re offering only one type of service or product. What this means is, each time you send an email to your database, you’re speaking to different groups of people all of whom have different wants and needs. If you can’t see what we’re driving at, think about this. Would you speak to your boss the same way you talk to your friends? No, right. Well, blasting a one-size-fits-all email is like asking all your customers to wear the same-sized T-shirt. Not going to happen.

The fact is, customers won’t engage with a message that doesn’t speak to them. They want relevance and they want content that resonates and appeals to them. How? Segment your list into different buyer personas and start creating targeted content. Once you do that, the possibilities are endless.

Boost your email rep

The moment you start sending out targeted, segmented emails, you’ll start noticing some positive changes. For one, you’ll be seeing more open rates and higher clickthroughs. And that’s when you’ll know that you’ve upped your email cred. You see, the more relevant your emails are, the more engaging they’ll be. Soon, your customers will start looking forward to receiving your emails because they know from the past few emails that the stuff you’re sending through is going to be interesting – and it always has been. And in time, you’ll gain a reputation as a great email sender among your target audience.

Results, results, results

At the end of the day, everybody wants results. And that’s what list segmentation brings you. You’re probably thinking, “show me the proof!”. Well, here’s your proof. According to eMarketer, 81% of online shoppers who receive emails based on previous shopping habits were at least somewhat likely to make a purchase as a result of targeted email. And that’s not all. A report by DMA found that 77% of ROI comes from segmented, targeted, and triggered campaigns. We could go on and on, but we think you get the idea.

So if you haven’t already begun slicing and dicing your email list, you’d better get to work and start segmenting your database now.

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POSTED BY SHEVON PERERA

Head Honcho and Key Strategist. Highly skilled in marketing strategies, branding and UX design.


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