We’re not breaking any news when we say that email list segmentation is important for marketers everywhere. It has been proven to boost open and click-through rates and considerably decrease unsubscribe rates. Businesses of all sizes are using segmentation to create more effective marketing campaigns, and they are really seeing positive results. The reason? Pretty simple, yet powerful: the core of great marketing and the very first condition to succeed in sales is targeting and reaching the right audience.
Being relevant to your subscribers is critical in your marketing efforts, as not many people will react to content that is not tailored around their needs and preferences. On the other hand, having a certain segment of your audience in mind when you create your campaign, and targeting that message towards those people will get you far more satisfying results, right away. There’s data to prove that!
MailChimp conducted a study that they updated in February 2017, on 2,000 marketers who are using list segmentation tools and who sent a total of 11,000 segmented campaigns to around 9 million recipients. Then they compared the results with those from users who weren’t segmenting their lists. Here is what they found:
OPENS: 14.31% higher than non-segmented campaigns
UNIQUE OPENS: 10.64% higher than non-segmented campaigns
CLICKS: 100.95% higher than non-segmented campaigns
BOUNCES: 4.65% lower than non-segmented campaigns
ABUSE REPORTS: 3.90% lower than non-segmented campaigns
UNSUBSCRIBES: 9.37% lower than non-segmented campaigns
See? The more relevant you are to your audience, the more your open and click-through rates increase, and the greater the chances to actually sell. Imagine you create a variety of clothes, including plus size clothing. Your products have great fabric and a beautiful design, and a very good price. But you’re trying to sell plus size items at the backstage of a fashion show, where slender models are getting ready to run the catwalk. You can’t expect them to purchase many items, can you?
A MarketingSherpa study showed that 4 out of 10 subscribers have marked emails as Spam because they didn’t find them relevant. Chances are they were models getting emails about plus size clothing discounts.
Want to learn another great way to avoid being marked as Spam? Click here!
In a nutshell, email list segmentation helps you know that you are sending the right message to the right people at the right time. There are many tools out there that you can use to divide your list into more focused groups, according to:
♦ purchase history
♦ click-through rates
♦ open rates
♦ website activity
♦ type of purchase
or other reasons.
ZeroBounce, the leading email verification service, not only validates your email list, but also adds valuable info to your database, like the first and last name, and gender, location and IP (when provided) of the email address’s owner. You can use that when segmenting your list by demographics and you’ll already be three steps ahead of those who are sending bulk emails to random accounts. Go on zerobounce.net and register today to get your first 100 free credits and try the system out!