Email marketing is an effective and highly trackable way to generate leads and revenue, so it's no surprise that businesses are including email in their overall digital strategy.
Understanding The Power
The old saying goes, "With great power comes great responsibility." This is definitely the case with email marketing campaigns. It is important that you create segments of recipients, not only for your sake but for theirs too. It is true that a happy customer is the best customer, and when the business is happy too, everyone wins.
What Is Segmentation?
Email segmentation is the practice of grouping your email subscribers into lists based on demographic and other data. Using demographic-specific email lists helps ensure that you are getting your information in front of the right eyes. For instance, you probably don't want to send an email marketing campaign that is attempting to sell snow shovels to people in Hawaii.
Where's The Beef?
The data is everywhere if you know what to look for. According to MailChimp.com, on average, email campaigns sent to segmented lists will have opens around 14.32% higher than non-segmented campaigns, clicks 85.74% higher, and unsubscribes 9.92% lower than non-segmented campaigns. These are just a few of the metrics that show how well-segmented email lists perform against general lists of subscribers.
How DO I Segment?
There are many different ways to create a great digital marketing strategy, and this topic requires some planning and a bit of elbow grease. If you want to talk about improving your email marketing strategy, contact us today!
