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  • Segmentation and Email MarketingSegmentation and Email Marketing

    • Date: 28/01/10

    • Category: Email Marketing

    No customer is exactly the same as the next, and what invokes the interest of one might not appeal to another. For this reason it is essential that the information contained in the message you are sending is tailored and targeted towards the different needs of your customers. Email marketing messages that are targeted, segmented and relevant to the interests of the recipient are much more likely to be opened and acted upon.

    It is widely known that by segmenting your email marketing your business dramatically increases the chances of more “open” and “click through” rates of the campaigns. When the focus of email marketing is narrowed and sent to targeted groups within your lists the recipients will find the campaign more relevant and will therefore generate greater results.

    The procedure referred to as segmenting means that the promotional messages of email marketing are targeted towards a particular group of consumers, both business and individuals, who have similar needs, interests and characteristics. Through thorough market research, segmentation determines particular sub-groups of people within the larger consumer population who share the same behaviours, demands and attributes. Each of these segmented groups commonly respond in the same manner to a particular marketing strategy.

    The idea behind segmenting a market is to enable your sales- or marketing programme to identify the sub-groups that are most likely to respond to, or purchase, your merchandise or service. Essentially, proper segmentation gives marketers precise targeting in order to achieve successful strategies that helps to ensure that your email marketing expenditure provides a high return.

    Email marketing segmentation has a variety of benefits, not the least of which being that you can create very focused mailing lists that eliminates the need to constantly re-entering data. Moreover, subscribers are not required to sign up for a number of mailing lists in order to receive emails they are actually interested in.

    Segmenting is beneficial as it can help you improve the overall performance of your email marketing as the list quality and business revenue is ameliorated.