List segmentation is getting personal. What ‘personalization’ is with regards to list segmentation is sending a targeted email to a targeted segmented list to boost/maintain your opens, engagements, and keep your customers interested in what your business has to offer. Personal shoppers are in the same hemisphere of this idea. For example, as a typical American male, working and taking care of a family. When I see an email targeted to males, family life, etc. I will be more likely to open that email, instead of for instance, one for female clothes. It’s the personal touch, the knowing of the customer enough to offer relevant content.
Using list segmentation in this way is more likely to capture the attention of the email user and get your business’ email, out of many, opened. With the growing use of big data, it is easier than ever to ‘know’ your customers. This knowledge of gender, age, location, or past behavior can be used to offer relevant, targeted emails to your customers.
Personalization in this respect, catches the recipients attention. Let’s say you are an average consumer on an average Monday morning, checking your emails before work and you have 20 or more unopened. What does the consumer do? They prioritize. They will scan down the list for content of interest. The only email that will actually be opened or engaged with, will be the ones that catch their attention in some way, shape, or form. If your email is too generic and has no relevant content that pertains to them specifically, you may be wasting your time and money.
The goal is to have them open the email and hopefully read and interact. List segmentation is used to offer targeted, relevant content which can be that little something extra that makes the consumer open your email.
“segmented emails had a 14% higher open rate and 15% more clicks on links in emails” – Business2Community
Segmenting really allows you to be specific and targeted with your campaigns. Have you ever heard the saying, ‘you can please some of the people some of the time but all of the people none of the time.’ This is what I’m getting at. Trying to please everyone isn’t gonna work, your emails will be too generic and not focused, most likely ending up in the spam folder or by losing a subscriber.
Effective marketing isn’t always an easy proposition but with list segmentation you have a higher chance of reaping the rewards in your marketing campaigns. Get ‘personal’ and focused using list segmentation to produce higher click-through rates, better deliverability, and generate more revenue.