But many marketers are still hesitant about using it. CMOs that fall behind don’t realize that email segmentation increases click-through and open rates. The good news is that it doesn’t require much to accomplish this.
Subscribers aren’t all made the same. Some are looking for content on specific product capabilities, some are in the early stage of their buying journey, and others are ready to make a purchase decision. But whatever stage they are in, you have to be there – delivering the right message at the right time.
It’s all about improving engagement. According to Aberdeen, personalized email messages improve click-through rates by an average of 14% and conversions by 10%. Marketers can work to increase campaign relevancy when they filter subscriber lists based on demographics or behavior to gain an all-encompassing view of subscriber profile and buying journey.
The good thing about email segmentation is that it allows us to slice and dice an email list in various ways. There are endless possibilities, and the right automation platform lets us to identify customer profiles and where they are within the various stages of the sales cycle.
Point-and-click email segmentation allows marketers to easily create dynamic lists that add or remove customers as their behavior qualifies or disqualifies them for inclusion in the email segment. If you’re creating an email campaign to send to a specific group of subscribers, point-and-click makes it a seamless experience. The point-and-click capability is an intuitive way to create simple or more complex groups.
Through easily created filters, marketers can send more targeted and relevant messages to subscribers.
With this email segmentation technique we can conduct simple search queries on a list segment, save filters and re-use them whenever needed in order to reduce duplicate efforts, improve view of lists, and update list features with tabs, tracking information and more.
A recent MarketingSherpa Email Marketing Benchmark Report showed that 32% of marketers said segmenting their email list is one of their top objectives in the next year, while 52% of marketers said they needed to improve email segmentation. Email lists are extremely powerful in converting customers. They are the most personalized form of communication that provides an engaging experience for our audiences. With the right automation platform, we can use segmentation to get more customers saying ‘Yes, I’m interested!’ And in the end of the day, there is nothing quite as powerful as that.