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Challenges faced by email marketers – Targeting and segmenting

By Kim Greenop-Gadsby 22 Feb, 2017
Advanced
Email targeting

Chart of the Day: What challenges you when it comes to email marketing? Part 1 of 4.

For email marketers, there will always be aspects of email marketing that are a challenge. The below chart looks at the various areas that email marketers are struggling with. I will be doing a 4 part series of issues pertaining to email marketing.

We will be looking at the following during the course of the series:

There is no real surprise that "Targeting & Segmenting" comes up with the highest score of 40%. For most, the main issue will be the clients' data records. They will be inaccurate, out of date or incomplete. The more data you can obtain from your clients, that is relevant to your business, the more tailored you can make your emails. Segmented email campaigns have a 63% higher click rate because the client will feel that the email is specifically for them. Once you have the correct data, you then need to create the messaging that will target your clients. If you have multiple segmentations within one email, you will use dynamic content.

Targeting and segmentation takes longer than the old generic blast emails. But for your client to convert, they are worth it.

Targeting & Segmenting are discussed in greater detail in our blog post, Email segmentation and targeting options.

Email marketing challenges

By Kim Greenop-Gadsby

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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