Good marketing delivers relevant content. Great marketing delivers personalized, timely content to the right people. So how can we get more personal with our audience and send them what they need? Audience segmentation is the key.
Did you know 77 percent of email marketing ROI comes from segmented, targeted, and triggered campaigns? Still, 42 percent of marketers don’t segment and only four percent segment with multiple data types.
Start with the end in mind: who are the different types of people you’re communicating with, and what specific actions do you want them to take? Sending a monthly customer newsletter with industry updates is different from an email campaign for an upcoming event, or even an onboarding campaign for new members or certification course. Choose your goal, assess the action needed, and tailor the content accordingly.
Research shows if you segment an email campaign by interest group, then you can see up to 10 percent higher open rates. Take it one step further: use your audience data to segment by geographic location for promotions and events. One company increased its open rate for regional conference promotions from 22 to 66 percent.
Keep the following opportunities in mind when segmenting your audience for upcoming campaigns: