In Digital Marketing, Email Marketing

Do you love getting emails that are clearly part of an email blast or—worse yet—completely irrelevant? Me neither. Call it spam, call it impersonal marketing, but one thing’s for sure—that brand needed better email segmentation. 

Email segmentation is when a business subdivides its full set of email subscribers into smaller groups (segments) that share a common characteristic. This creates much more targeted marketing, helping each campaign feel more relevant to its audience. 

These groups can be separated based on demographics like gender, age, and geographical location, or business-related categories, such as current clients, past clients, future clients, or partners. 

Is this extra work? Yes. Is it worth it? You bet. 

How Email Segmentation Improves Email Marketing

Targeted Email Campaigns

Once you’ve begun managing your email list and created relevant segments—and if you need help, this is one of many digital marketing services we provide—you can easily customize all your email campaigns. 

Tailoring content, tone, and everything in between allows you to meet your groups where they are, and deliver content that resonates with them—increasing the effectiveness of your messaging. 

Better Open Rates

Open rates measure how many recipients open your email. Segmented email campaigns see open rates that are over 14% higher than non-segmented email campaigns. 

With the average office worker receiving 121 emails a day, competition for eyeballs is high and subpar emails will go straight into that trash can. Segmenting your emails allows you to target your audiences with relevant subject lines that speak to them. This increases the likelihood that your emails will be opened. 

Better Clickthrough Rates

Clickthrough rates measure how many readers click on the CTA (call to action) in your email. Segmented email campaigns see clickthrough rates that are over 100% higher than non-segmented email campaigns. Emails that are segmented to better resonate with each individual subscriber dramatically increase the chances that readers will take action. 

Email Segmentation is Worth Your Time

Email marketing is a must-use marketing tool for small businesses, and email segmentation is one of the technical aspects small businesses can use to truly unlock its power. Initially, email segmentation takes time and strategy to determine what your segments will be (and balancing nuances, such as when subscribers share multiple segments). But the time and energy you spend segmenting your email list, or partnering with a digital marketing agency to do so, will help your small business meet its email marketing goals. 

Want to be an email rockstar? Schedule a no-cost 30-minute consultation with us to find out how we can help take your email marketing to the next level while saving you time. 

Key Takeaways

  • Email segmentation refers to dividing your list of email subscribers into smaller groups based on common characteristics.
  • Segmenting your email list allows you to create more individualized and targeted email marketing campaigns that perform better to convert and retain customers.
  • Email list segmentation dramatically improves open rates and clickthrough rates.
  • It takes time to segment your subscriber list, but this is a worthwhile investment that gives your email marketing efforts a much higher chance of success.
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