When it comes to communicating with your email list there is no ‘one size fits all’ approach. Sending the right email to the right person not only helps boost your open rates, it stops your emails landing in the junk folder – and that’s just the start of it.
Once you’ve got a nice clean email list, free from invalid or risky addresses, it’s time to really get your database working for you and tapping into that highly sought after (and achievable) return on investment. We know that for every $1 you spend on email marketing you can expect a $42 return (DMA 2019), so it is worth the investment to make sure your database is up to date and healthy.
Segmenting your email list means you can target recipients with the right kinds of emails. It makes sense that when emails are relevant to the person receiving them the chances of them opening and interacting with your emails increases. Targeting campaigns to a specific audience also means you’re not bombarding the other people on your list with information that is not relevant to them. We know that if you continue to send irrelevant information to people they will eventually unsubscribe or block you.
A 2017 Mailchimp survey which sampled around 2,000 of their users who sent about 11,000 segmented campaigns to almost 9 million recipients, found that segmented campaigns get 14.64% more opens and 59.99% more clicks than campaigns that are non-segmented.
Bounce rates, unsubscribes and abuse reports were also considerably lower in segmented campaigns.
They concluded: “One thing we can say with complete confidence, however, is that segmenting your email marketing lists has an overwhelmingly positive impact on the engagement of your subscribers. Open and clicks rates were up across the board in all segmentation scenarios that we’ve investigated. Similarly, targeting subscribers via some type of identifying merge value—like interest, job title, location, etc.—helped keep abuse and unsubscribe rates down.”
Segmentation allows you to understand who makes up your database. There is no point in having thousands of names in a database if you don’t know who they are or how to communicate with them. We need to be asking questions like;Are they decision makers?What are their demographics?Have they shown interest in Product X or Product Y?Have they asked specifically not to receive information about Product Y?Are you sending them this information anyway?
Segmentation also helps to keep your database clean, allowing you to focus leads that are relevant and stop wasting resources on those that are not.