Segmenting is one of the most basic email marketing strategies and it is an effective way to enrich your email leads data. Unfortunately, even though segmentation is one of the easiest tactics to implement into your email marketing campaign, it is often overlooked by businesses.
If you are not getting the results you want to achieve from your email marketing campaigns, then not segmenting your email lists is probably the cause. For anyone out there wondering about why they should segment their email leads and what benefits it offers, this article is meant for you, so read on.
Benefits of segmentation after you buy a targeted email list or build one yourself
Whether you buy a targeted email list or build one from scratch, you should segment the email list before you use it in your marketing campaigns. In both the built and bought email lists, you should have some information available about the recipients. For example, if you buy an email list from a marketing data provider such as List Giant, you get information such as gender, age, marital status, and even income of the recipient.
Similarly, when someone signs up for your newsletter they provide some information that can be used for segmentation. Once you have the data available to base the segments upon, you can easily segment your email lists and reap the following benefits from them:
Higher Open Rates:
The whole point of sending a marketing email is to get it read by the recipient. While you might be making great generalized emails to send to your email list, they might not be interesting for everyone. Keep in mind that every lead in your email list is an individual with unique buying behaviors, needs, and demographics.
Once you segment your email addresses based on the recipients buying behavior, age, and income among other criteria, you can send customized emails to these segments which increases the chances of your emails being opened and read. Marketers that use segmentation for their email marketing campaigns have reported higher open rates compared to those that send generalized emails.
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Improved click-through rates:
Just getting your emails to read is not enough to call your email marketing campaign a success. Click through rate indicates how many recipients clicked on the link provided in the emails as a call to action. For example, if you send an email containing generalized content it might not be engaging to every recipient. However, if you segment your recipients based on their interests and predict what they might want to receive in an email you increase your chances of getting higher click through for your email marketing campaign.
Avoid getting your emails spammed:
The biggest set back that your email marketing campaign can experience are your emails getting spammed. If this happens all the time, the resources that you spent on acquiring your targeted email database and creating email content can go to waste. However, segmenting the email database and then creating content relevant to each segment’s interests is a sure shot way to avoid getting your emails spammed.
If the recipient is engaging with your emails and they don’t find your emails irrelevant you can keep sending emails containing relevant offers, updates, and product intros for years to come.
Set a realistic email frequency through segmentation:
Even if your email content is on point, sending too many emails can be annoying to the recipient. This can result in the recipient unsubscribing to your newsletter. However, by segmenting email lists based on how engaged the recipients are, you can send more emails to engaged recipients while sending less frequently to recipients with a lower level of engagement.
