Smart Segmentation for Smarter Email Marketing
While many brands recognize the power of email in their marketing program, it is far fewer who know how to segment their audiences effectively to maximize their results. The act of creating filters and subdividing your email list into smaller, audience‑specific groups, a.k.a. Segmentation is one of the highest‑ROI strategies in digital marketing. If you’re not already doing this, you should be, because according to industry research, segmented campaigns can lead to 52.9% higher click‑through rates for B2B marketers and 40% more revenue for consumer brands that personalize content based on segmentation.
Why Segmentation Changes Everything
Segmentation creates the personal, one-to-one connection you want to make with your subscriber by creating relevance. The more relevant your message to the subscriber, the better the performance. Segmentation is not “Dear {first name}” followed by the same information sent to the entire list. Segmentation is about developing content that genuinely speaks to the subscriber’s interests, past actions, lifecycle stage, and needs. Segmented campaigns consistently achieve 6X higher transaction rates than broad emails because they reach people with the right message at the right time.
Beyond engagement metrics for internal evaluation, segmentation also improves deliverability. This wasn’t a consideration for marketers five years ago, but today it is a critical factor as ISPs and inbox filters become more strict and the primary inbox becomes more elusive. Higher engagement, combined with fewer spam reports and other factors, strengthen your domain’s reputation, helping your messages reach more inboxes rather than junk and spam folders.
Personalization That Performs
Segmentation also allows for very relevant personalization, and personalization drives truly measurable results for your brand and your metrics.
Think about communications like event reminders, targeted upsells and tiered donor appeals. All of these campaigns should be segmented and then personalized with the information (behavioral and database-driven) that makes the campaign hyper-relevant for your subscriber. Combined with automation, these campaigns can generate transaction lifts of up to 6X compared to static campaigns. By leveraging these proven strategies, you’ll create smarter email marketing that is strategic, data-driven and creates a dramatic difference in your KPIs.
Want more strategies like this? Subscribe to our newsletter and get twice-monthly trends, tools, and expert perspectives.
