Email Segmentation: When Quality Over Quantity Matters

By Stephanie Morino

Marketers used to consider themselves successful if they got their message in front of as many eyes as possible. While the game has changed, many marketers have been slow to adapt.

We’re talking about segmentation.

Sure, you may have 30,000 email address available to you, but are they QUALIFIED? Is the message relevant to them? Are they the type of person to even open an email from a brand?

Segmentation has become a necessary component to marketing to ensure the ROI behind your efforts is there. In today’s world, none of us have time (or money) to be wasting.

We can help you target your emails because not only do we know WHO our readers are, but WHAT they are doing on our sites.

Whether you want to reach a certain segment based on job title, company name, geography or on-site behavior, or you want to reach the whole list but with different messaging based on any of those categories, we can do that.

Maybe you’re interested in nurturing those who opened your first email and would like to send a second email with a new message. We can also segment our lists based on campaign activity, including opens and clicks.

Not only does this make for a more qualified recipient, but it can directly impact the overall performance of the email.

Let us explain.

The more relevant a subject line and email are to the email recipients, the more likely they are to open it. In fact, according to a 2015 MarketingSherpa case study, proper list segmentation can increase open rates by 20 to 40 percent, as well as click through rates.

So, next time you’re sending an epromo out through a third-party, remember: the list matters. Tell the marketer who you’re trying to reach, and they should be able to come up with a list based on that target reach.

And the concept of list segmentation doesn’t stop with email. Whether you’re doing a social media ad, banner ads, or other forms of digital marketing, targeting your audience can help improve your program. But, more on that later.

Have questions? Email us!

Next up…. Educational Programs: Whitepapers vs Webinars

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