Email marketing is about creating a relationship with your customer. That means your emails need to be relevant and timely for each customer because not all customers are the same.
‘Email marketing segmentation’ is the division of email subscribers into smaller groups based on criteria such as:
- Geographic location,
- interests, and
- purchase history.
It’s used as a method of personalisation to deliver more relevant digital marketing to subscribers.
Segments are created so that the digital marketer can specifically cater to each different email list and that list’s independent interests, rather than creating one mass message for everyone.
With a digital marketing strategy focused on segmentation, you’ll send each contact what they want to see. People engage because you give them tailored information. Your digital marketing feels more personal and therefore gets better results.
Importance of Email Segmentation in Digital Marketing
If you segment your customer base well, you’ll be able to reach to your them on a more individual basis. Research states that email marketers who segmented their lists had markedly higher click-through rates than those who did not.
Your Customers Are Not The Same
Within every email list there are a multitude of different personalities. And even within these personality types every individual buyer is at a different point in the sales cycle. Sending the same message to all these buyers is sort of like asking them all to wear the same size shoes. The message (and the shoes) just won’t fit.
The truth is that customers won’t engage with a message that doesn’t speak to them personally. They want a message that has relevance. By segmenting your list and sending messages to each individual buyer you will be pleasing your customers, not losing subscribers, while boosting your business at the same time.
Personalisation Drives Revenue
Subscribers appreciate getting better targeted and tailored emails. Research has shown that the relevance of an email impacts positively on customer experience. But we also want to see business goals being met to increase profits. This is another reason why segmented campaigns are so cool – they just perform better. Digital marketers have found an increase in email revenue from segmented campaigns. This makes perfect sense because the more relevant the message, the more likely your subscriber is to act on it.