Let’s Get Personal
Written by Franco Varriano.
Behind ever successful email campaign, there’s a digital marketer segmenting the email lists.
We’re social creatures, yet deep inside of each us, we want to be recognized for our individual attributes and abilities. People want to be special, to be remembered, to somehow be significant in their own way. That is because the unique individual is usually the one who is considered significant and is remembered. One of the sheep is not.
Thankfully, the one size fits all approach to marketing died and we now live in the age of personalization. We have enough tools available to highly target prospects and customers. Many email marketing experts proclaimed 2016 “the year of insane personalization”. Customers expect a tailored experience whenever you visit their inbox. Despite the amazing capabilities of email marketing softwares, segmentation remains one of the most underused practice in email marketing.
2. Segmentation Results
As you know by now, modern emails are relevant, serving up personalized content to each user when, where and how they want it. Before leveraging great tools like a predictive engine, a bit of segmentation is a must. Simply put, you’ll achieve better results with highly targeted emails. Here are some numbers:
Last week, we talked about customer relationship management (CRM) based evented emails in Will You Still Love Me Tomorrow. CRM based evented emails are emails you sent to customers to make sure they stay active in the sales cycle. Your email marketing software should easily enable you to do that without worries.
The second type of emails are campaign based emails (i.e: Valentine’s Day emails). While CRM based emails are managed by the software’s automation tools, campaign based emails are done by humans. The difference between successful and unsuccessful campaign based emails is…segmentation. Behind every store with successful email campaigns, there is a marketer segmenting email lists.
3. Great, Now What?
Nailing down the ideal buying persona of your product in various stages of your sales cycle has always been a classic marketing challenge. They key is to be open to experimentation. The almost cliché A/B testing works, if you’re willing to do the work. It will help you develop some empathy for the recipient and segment even more.Your customers are swamped by emails and you must to stand out from the crowd. Segmentation helps you improve your reputation and generate better results off your email marketing effort.
In the world of email marketing, marketers who take advantage of segmentation and do it well are reaping higher click-through rates, better deliverability, and generating more revenue from their email sends than their non-segmenting counterparts. Join the clan, leverage segmentation.
If you’re an ecommerce merchant and don’t have automated email marketing campaigns setup for your store, you’re losing money. Right now.
Rare.io makes it easy to start using automated email campaigns for common challenges like: Welcome Series, Abandoned Carts, Order Follow-up emails and more! You can learn more about our powerful email marketing automation features here or go ahead and get started right away by using Rare.io for FREE.
And if you’re one of the thousands of merchants who are already using Rare’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.