Email Segmentation

Email Segmentation: 3 Reasons You Need to Do It

Geoffrey Anderson, Editor E-mail Marketing

Building and maintaining an email list is only half the email marketing battle. The other half is figuring out how to get maximum return on investment.

If you’re sending out a one-size-fits-all message to your client or prospect list, you may be doing your organization more harm than good. The members of your email list are unique, and they deserve unique content.

Email segmentation makes it easy to send tailored communications to your list members. Instead of sending one message to the whole list, you can break down the list into segments and develop unique content for each group.

Why would you want to do this?

1. Higher retention rate. Imagine if your inbox was getting hit with newsletters every day. Odds are you’d only keep the ones that interest you, right? Your subscribers do the same. If you send one general email for all, some people will be interested and others won’t, thus driving up your unsubscribe rate. By producing different content for different groups, you have a better chance of your readers staying engaged.

2. Better testing. By splitting your list into segments, you can play around with different email elements to see which get a better response. For example: If you’re torn between several email subject lines, you can send an email with Subject Line A to one group, Subject Line B to another group and Subject line C to a third group to determine which is most effective. You can also test different call to actions, layouts and other email elements.

3. Reduced costs. Depending on the email service provider you use, you may be getting charged for each email you send over a certain limit. Each time you send a blanket email to your entire database, you’re wasting many of your allotted sends. By segmenting your audience and becoming more targeted, you can avoid overage fees and possibly downgrade to a cheaper plan.

These are just three of the many reasons you should consider email segmentation. To find out how email segmentation can help improve your marketing efforts, call Wax Custom Communications today at (305) 350-5700.

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