You know the gist when it comes to email marketing but what are these lists, segments and tags people keep talking about? A study conducted by DMA concluded that 77% of email marketing ROI (return on investment) comes from a targeted or segmented list but what does this mean exactly?
What exactly is email segmentation and why should one be bothered about segmenting one’s database?
Well, in this article we will be answering all of these questions. Hopefully, after reading this article, you will look at email marketing with a brand new perspective.
What Is Email Segmentation?
The word segmentation means to separate parts or to create sections. That that is exactly what we will be doing with our email list.
Segmenting one’s email subscribers means to create specific groups, or segments if you will, to better filter our audience so that you can send these individuals more targeted and personalised content. For example, segmenting your users by gender means you will create a section for men and a section for women:
- So, if you are an e-commerce store this means that you can send all the women an email blast focusing on a promotion that might appeal more to them than to men.
- Sending all the men a promotion on facial creams and beauty products might not yield the desired results compared to sending the same promo mailer to your female database.
Email segmentation is basically a way to slice and dice your audience in ways that will allow you to send more targeted emails with the aim of driving better engagement.
The Digital Marketing Course covers email segmentation in great detail – for more information on the course follow this link.