off Individual Membership
every year you're a member with us
Hurry our offer ends in
New Individual Annual and Monthly members only. Valid until 30th April 2017. This offer is available for the lifespan of your membership, if you choose to cancel your membership this offer will end.
Segmentation is an important tactic every email marketer should be using.
Firstly, what is list segmentation? List segmentation is when you segment (or split) your subscriber list based on your chosen criteria. E.g: if you want to only target clients in London, you would build your list, and instead of choosing everyone, you would only include those clients whose city was London. This means everyone outside of London wouldn't receive the email. You can make your list very specific and more relevant to your client (making sure that the email messaging reflects this, of course) but it will also make your dispatch list smaller. Segmentation is pretty standard with all Email Service Providers (ESPs) and they will have documentation of how to set them up for your campaigns.
In the below chart, the results are unsurprising. We see that clicks are 101% higher than non-segmented and unsubscribes are 9.4% lower than non-segmented. I say these results are unsurprising because if you are targeting your clients with relevant information, then they will not unsubscribe but you will find they engage and click within your email.
However a small word of caution. Always remember to test your segmentation lists and make sure that your client's data is correct. There is nothing worse than receiving an email with incorrect segmentation or out of date data. You may end up doing more harm than good.
By Kim Greenop-Gadsby
I am the Email Marketing Manager for Smart Insights. I manage all our email marketing and our automation platform. I get very excited about all things email because I'm just a #EmailGeekUK. I was born and bred in South Africa and have over 16 years experience in web development and digital marketing. When I'm not being an email geek, I spend my time with my husband, two sons and our menagerie of pets.
Start the discussion on our community and social networks
Recommended Blog Posts
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Landing page examples and best practice advice Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion …..
Amazon’s business strategy and revenue model: A history and 2014 update I’ve used Amazon as a case study in my books for over 10 years now since I think all types of businesses can learn from their digital business strategy. From startups …..