Why Email List Segmentation Is So Important


One of the best strategies that companies can use to boost the efficiency of email marketing campaigns is segmentation. With the increase in competition and changes in consumer preferences, the one size fits all approach has become less fruitful. An email that does not suit the recipient’s specific interest is likely to be ignored. However, many marketers are yet to embrace the strategy of segmentation in their campaigns. If you aren’t already doing it, consider the following reasons why you should. 

Each Customer Has Unique Needs 

One of the reasons why you need to segment your email list is because each customer has different needs. Understanding each subscriber can help in sending emails based on specific needs and this boosts the open and conversion rates. For instance, if you manage websites for companies, sending an email on the best tools for small businesses will not be relevant to all your clients. Why? Your clients are both small and medium size business owners and big corporations. The growing business is more likely to be interested in tools that will cater for their growing needs. Similarly, a customer who buys product A and the one who buys product B are likely to have different needs and interests. Thus, take time to segment, understand the needs and craft emails in line based on those needs. 

Targeted Emails Have Better Conversion Rates 

Sending emails that are in line with the subscriber’s interests, the pages they viewed, location and past purchases is likely to yield better conversion rates when they receive the email notification. The key reason is because they address the specific needs and interests of the recipient. Customization is key for increased conversation and conversion.

Lower Unsubscribe Rate 

General messages are among the reasons why customers unsubscribe. If the subscriber finds most of your emails irrelevant, they will treat you just like spam. Thus, work on personalizing your messages right from the first email that you send to the subscriber. Annihilating attrition on your lists is sometimes half the battle for email marketing when the average list loses 25-50% of its subscribers each year. 

Build Credibility 

Segmentation is also a great way to build credibility for your business. Segmenting and sending personalized emails shows the subscriber that as a business you are not only interested in selling to them but you also take your time to look into their needs and interests. This personalization can help in developing better relationships with your customers and prospects. 

To better understand the impact of personalized messages, consider the following two survey results. 62% of respondents in a survey by Rapt Media revealed that they would be interested in seeking out a brand further if content was personalized. 63% of the respondents in the same survey said that they are likely to think more positively about a brand that was offering relevant or valuable information. 

In the light of these statistics, it is clear that personalization is not only a great marketing strategy but also something that customers expect from you. Thus, ensure that your messages are tailored to the customer’s needs as this helps meet their expectations. When customers are satisfied, they not only take action on the email but they are also likely to stick with your business for the long term. 

Subscribers Are At Different Stages 

The fact that subscribers are at different stages of the customer cycle is another reason to segment your emails. The email you send to the target you are trying to nurture should be different from the one you send to the customer who just purchased a product. Sending a general email to all may not do a good job in converting the target or gaining the loyalty of the new customer. Always keep the steps of the buyer's journey in mind when implementing an email marketing strategy. 

Reengagement Campaigns 

Through segmentation, you can identify your inactive subscribers and come up with a reengagement campaign for them. When you send general emails to those who are inactive, you are only wasting your time because they won’t take any action. Customers can become inactive for a number of reasons. Some of them include irrelevant emails, too many emails, poor content or probably someone is giving them better engagement. 

Watching your subscribers grow inactive can be heart breaking for the marketer or the business owner. The good news, however, is that with a good reengagement campaign you could bring them back to reading your emails. First segment your email list to come up with a list of those who have not opened or taken any action on your emails for months. Next define your reengagement strategies. Some great strategies that you can use include asking the subscriber to update their information, giving them an option to choose the kind of emails they would like to receive, inviting them for a survey and reminding them why they subscribed among others. You worked so hard to get people to subscribe, don’t let them stay inactive while there is a chance to reengage them. 

By segmenting your email lists, you can boost the ROI for your campaigns, keep your customers happy and boost the credibility of your business brand. Therefore, let go of the one size fits all approach and work on sending more personalized emails. Email marketing has some of the highest returns on investment in the digital marketing game, so if you can enhance that even further via segmentation you're setting yourself up for serious success. 


I hope you enjoyed this article about how email list segmentation can improve your digital marketing results.

Interested in more articles about digital marketing management?

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