How Personalization and Segmentation Enhance Email Marketing Campaigns

By Keela Greenlee

Data-driven marketing decisions can enhance your email marketing campaigns and boost open and click through rates. A new article by G/O Digital offers insight into the process that companies can take to increase email marketing response rates.

 

Three Steps to Boost Email Marketing Success

According to G/O Digital, customers today need more of an incentive than ever before to open and respond to emails. Although customers practically sleep with their phones under their pillow, with a Pew study indicating that 44 percent actually do keep their smartphones nearby when they go to bed, it’s still not enough to push your emails to the top of the inbox. To make your emails stand out, two tactics are needed: segmentation and personalization.

 

Segmentation is a process by which data is used to group email addresses around data points that reflect key customer interests. Segmented lists can then be refined by additional data, such as future campaign response data, to enhance existing segments or create new ones.

 

Personalization means creating an email that speaks directly to a customer’s wants, needs and interests. It goes beyond personalizing the salutation field and offers content that immediately piques customers’ interests.

 

G/O Digital offers a three-step process to introduce companies to this concept. It’s a good idea to perform basic list hygiene, such as purging your email list of bad addresses, before starting the segmentation and personalization process.

 

  1. Segmentation: Start by running your email data. Examine the open rates, click data, and other pertinent data you’ve gathered on your customers to generate a potential segmentation list. The list should include umbrella terms around which customer interests cluster. These form segments for future marketing. It’s also a good idea to create buyer profiles for the different customer types you have and are trying to reach. These will include information such as demographics, where they are in the purchase journey and ways they have interacted with your company in the past.

 

  1. Include Personalization: Develop personalized content within your segmented email campaigns by tailoring the content to each segment’s needs. For example, if you have a segment that is brand new to your company and might need a little more information on why they should do business with you before they even consider a purchase, you could send them testimonials and “why us” information that they would find helpful. If you have another segment that is ready to buy, sending them a strong offer for the products they’ve been considering is a good play.

 

  1. Test Campaigns: Continuously A/B test within your segmented campaigns to determine which subject lines, offers, calls to action and so on perform best for each segment. Test only one variable at a time. With each campaign, collect additional data and use it to enhance and better define your existing segments.

 

Once you’ve gathered data on your new email marketing campaigns, compare it to established benchmarks. G/O Digital states that emails with personalized messages had an open rate of 17.6 percent compared to those without personalization, which had only an 11.4 percent rate. How does this stack up against your own benchmarks? Test new methods, measure, and repeat what works to continually improve your email marketing response rates.

 

If you’re looking for more help with your email marketing, contact TN Media in Nashville, Tennessee. Our marketing experts love helping local businesses grow through effective, integrated strategies.


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