Imagine you are assigned the task of buying gifts for a large and mixed crowd of people…you do a mental exercise and decide to buy four types of gifts – one for the singletons, one for the couples, one for the kids and the fourth for the teens.
What you are essentially doing is segmenting your target group into various categories to ensure their gifts are relevant, appropriate and most importantly,welcome.
List segmentation in email campaigns is no different. Your objective is the exact same thing; ensuring maximum engagement by sending useful, relatable messages in your email campaigns.
Segmentation works by drawing contacts from your list and creating buckets based on a shared characteristic. The contact buckets could be grouped on the basis of common interests, job titles, demographics, industry background, geographies or even similar buying behavior. Using strategically precise target buckets ensures maximum effectiveness of campaigns.
Besides heightening the ability to launch clinically targeted campaigns, segmentation also helps the business reach out to and engage with a particular prospect with a specific need.
Deliverability spikes in a campaign launched at a segmented list of addresses. Content customization becomes possible because of the insight gained into the target segment’s background. With campaign relevance optimized, open and click through rates get a boost.
Unsubscribe rates drop since the homework in terms of content relevance is already done and recipients are not irritated by the messages. Resource optimization peaks as your sales and marketing efforts are focused on a narrower target list. Efforts are not drained or diluted following up on contacts with low potential.
There is thus no doubt that segmentation leads to a positive impact. It is a powerful tool that helps messages get directly delivered into recipient drop boxes and kicks off marketing strategy on the right note. Are you using segmented lists in your campaigns?