Digital Marketing Megatrends 2017
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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 There is nothing worse than receiving an email with incorrect segmentation or out of date data.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.
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