Email marketing isn’t rocket science, but it also isn’t elementary addition. If you’re feeling lost and don’t know where to begin, we’ve got you covered.
The first thing you want to do is segment your contact lists. Initially, this will take quite a bit of time. However, once you set guidelines for segmenting, it becomes an automated process for future email sends.
Segmentation is one of the key elements to sending the right email to the right persona at the right time. This is not a step you want to skip.
According to The Direct Marketing Association, 77% of email marketing ROI came from segmented, targeted, and triggered campaigns in 2015. In 2016, you can bet that has increased. Many say that email marketing is dead, and they're right (in a sense). Sending your marketing messages to anyone and everyone and writing for a general audience with no purpose other than to shout "Buy! Buy! BUY!": that’s dead. But segmented and targeted email campaigns- those are very much alive and kicking butt.
Email is an incredible tool, as it is unlike other widespread communications such as TV and radio. You have the opportunity to narrow your focus and send messages to targeted personas within your contact database.
Email segmentation enables relevancy, and relevancy gets results.
The point of segmentation is personalization. If you segment correctly, your audiences receive desired information. This level of personalization can lead to more conversions, an increase in purchases and customer delight.
MailChimp sampled 2,000 MailChimp users who send roughly 11,000 segmented campaign emails to about nine million recipients. They concluded that segmented campaigns performed significantly better than non-segmented campaigns.
They found that:
The more information you collect about your contacts, the more opportunities you have to tailor your emails.
Segmentation can be as broad or as precise as you want it to be. You’ll want to get as precise as you possibly can over the long run because that will give you a greater ROI. However, there are specific segments that you'll likely want to begin with to get you on the right track. I’ve laid this out simply so you can get the idea without being overwhelmed.
A company of any size can and needs to segment for email marketing. It’s a tactic that (with a bit of creativity) can take you a long way. You don’t need the most advanced marketing automation software to do it. Just pick your starting place and segment away.