Marketing

Beyond Email: Part One Segmentation


Beyond Email is a four-part series which aims to explore tools and techniques that are becoming ever more popular and necessary in the marketing industry today that helps you to support and strengthen your marketing strategies. Standard email marketing metrics are easy to measure but monitoring a contact’s movement through their customer journey after they have engaged with your emails can often be challenging.

Throughout this series we hope to provide solutions to ensure you are tracking behaviour using tools and techniques such as segmentation, automation, web analytics and CRM integrations.

Take a look at our Resources pages to download the whitepapers and infographics to help you go Beyond Email.

Many of us have heard segmentation but don’t necessarily know why we should use it and how it can benefit our businesses. I’m going to tell you a little more about why it is essential to engage audiences and strengthen your strategy.

So firstly what is segmentation? Segmentation defines the process of splitting large groups of data into clearly identifiable segments, which have similar demands, needs and wants. Allowing us to create group of contacts which we can then target in a personalised and direct manner.

Many marketers don’t understand how segmentation works and why it has become a necessary tool for email marketing. So here’s why segmentation can drastically improve the engagement levels of your prospects and customers helping to push the contacts through the conversion funnel.

To learn more about this topic, download our Segmentation Guide to find out how to group your customers based on their purchase journey.

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Here are four key points which explore why segmentation is essential for your business;

  • Your customers are individuals

Your customers are not all the same and the one size fits all approach does not work when trying to develop and nurture a personal customer journey. Each contact has different needs, wants and expectations and they all react differently to each piece of marketing you send or show to them.

  • Your prospects are at different stages in their journey

You may have a large or small database of email contacts, no matter the size each customer will be at a different stage in their customer journey, which should influence what content you send them and at the time you do so.

  • It improves your reputation

When you send a targeted campaign using segmentation, you then provide a personal experience for the recipient. This automatically creates triggers in their mind and makes them more receptive to your campaign and content.

  • Segmentation yields focused results

Targeted emails marketing results in more opens and clicks, therefore more people are reading your content and looking at your products. As the interest for your content grows, so will your engagement level and your conversion rates.

Want to find out more about segmentation? Download our whitepaper: Using segmentation to increase customer loyalty. 

Segmentation is part one of our four-part series Beyond Email. Keep your eyes fixed to read part two, or visit our resources page where full series will soon be displayed.

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