Email marketing segmentation is when a business takes its entire database of email subscribers and divides contacts into smaller segments for a more targeted or personalized experience. Businesses segment subscribers by grouping recipients based on a similar set of criteria, such as demographics, feeds, and purchase history. With these segments in place, marketing can use these lists to deliver more relevant content to individuals within these groups, rather than sending a single message to everyone.
What is Email Marketing Segmentation
List segmentation, also known as email marketing segmentation, enables businesses to tailor advertising campaigns and brand messaging to the preferences of a specific target audience. You can group email contacts into several target groups based on common characteristics.
You can build these groups in a number of ways, including demographics, industries, occupations, business needs, and more, as we'll see below. After categorizing your email contacts, you can send coordinated messages to groups that share common characteristics.
Why Use Email Marketing Segmentation
Segmentation ensures you only send messages to the right people. You're not sending people a message they're not interested in. Email marketing segmentation enables you to:
- send personalized content
- Cultivate Lead Marketing Funnel Down
- Identify untapped market opportunities and segments
- Improve email marketing return on investment (ROI)
- Improve your open and conversion rates
- Reduce Cost Per Click Emails
Mailchimp found that segmented ads had a 14.31% higher open rate, 10.64% higher unique open rate, 100.95% higher click-through rate, 4.65% lower bounce rate, 3.90% lower abuse reports, and 9.37% lower unsubscribe rate than non-segmented ads.
The Importance of Segmentation in Email Marketing
According to research by Radicati Group Inc., people send and receive more than 246 billion e-mails every day, 128 billion of which are business messages. Email segmentation can determine whether consumers open or delete emails because they end up with too many emails in their inboxes.
In addition to being able to deliver customized and relevant material to specific groups of subscribers, businesses can benefit from list segmentation in a variety of other ways, such as:
- Higher open rates, more clicks;
- increase email revenue; and
- Increase repeat customer business.
In Conclusion
You can learn email marketing segmentation from this guide. It's easy to see why this technology has become so popular lately. You can communicate with your consumer base and ultimately improve conversions by segmenting your consumer base.
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