In a world of ever-improving modules for competitive email marketing, gone are the days of a “One-Size-Fits-All” approach to email campaigns.
No longer can marketers longing for a competitive edge compete with other real players employing a time-warped single email campaign approach without taking heed of targeted audiences.
Improved email marketing results are intentionally crafted by understanding the unique symbiotic relationship that subscriber identities have on segmentation in order to improve email deliverability and overall performance.
What is segmentation?
Segmentation is the splitting of your email list into multiple groups giving you the ability to control which subscribers are receiving a specific content.
Segmentation calls for marketers to really take a closer look at their audience and to break them up into groupings by pinpointing unique commonalities in order to gain better deliverables via customer engagement.
Segmentation also allows you to personalize and specify content, break up which audience will be receiving specific emails designed with their interests and needs in mind, oftentimes utilizing the ease and efficiency of dynamic content.
Increase Deliverability & Improved ISP Reputation
When segmentation is carried out efficiently, email marketers will experience increased email deliverability.
Once customers begin receiving targeted emails designed to their specific needs, customer engagement will be on the rise and in turn, better email deliverability will help secure a prominent ISP reputation.
Pillars of Segmentation
The Pillars of Segmentation rest on the notion of dividing one’s target audience into groupings based on shared threads of commonalities.
The idea that you can break your list up into smaller groups without the added input of additional data brings an added heir of efficiency to email marketing.
The specific categories to employ will somewhat depend on what arena of marketing you are in, your specific business type and marketing goals, but there are certainly some general notions to use as a springboard in your implementation such as:
- DEMOGRAPHICS, LOCATION, CULTURAL, SEASONAL
- CUSTOMER PURCHASE HISTORY, ACTIVE/INACTIVE, NEW POTENTIAL CUSTOMERS
- DYNAMIC CONTENT