It’s common knowledge that segmenting your email-marketing lists helps you get better open and click rates. By narrowing your focus and sending messages to targeted groups within your lists, your recipients will find your campaigns more relevant—and relevant campaigns get better results.
In years past, personalization and segmentation may have been optional, but no more. In 2018, marketers have to meet expectations and that means creating relevant, personalized messages that subscribers want to read.
Research shows marketers lean on email marketing to create a personalized experience for customers, compared to other options.
Increased revenue through advanced segmentation
Segmenting email contacts into specific groups can give your bottom line a boost. Marketers have noted a 760% increase in revenue from segmented campaigns, according to Campaign Monitor research.
Why does segmentation impact revenue? Grouping contacts by location, gender, age, job title, or buying history, gives you the opportunity to send emails that are more in-tune with what subscribers are interested in. As a result, subscribers are more apt to open your emails, click through, and convert.
Better engagement through self-segmentation
Customers are embracing the idea of self-segmentation too. Rather than segment email contacts yourself, why not let subscribers do it for you? Marketers are using email preference centers to give subscribers the power to select their interests. This kind of self-segmentation removes any doubt about categorizing a subscriber. As a result, engagement climbs because subscribers see content they want in their inbox.
As you can see, marketers are reaching new heights as they incorporate personalization and segmentation into their strategies. The two tactics have become a necessity for associations looking to connect with members in a digital world. In 2018, the trend will continue as member’ expectations continue to rise so let us help you connect with your members more effectively.
Megan Van Petten
CEO & President
Van Petten Group, Inc.