Why Segmenting in Email Marketing Campaigns is the Answer to Solving Failure Rates

Email marketing continues to evolve and turn into a marketing exercise that looks more personal than ever. Segmenting is becoming more common in email marketing.

With emerging big data and artificial intelligence technology, email marketing campaigns can look like messages sent from a long lost friend or relative. But as technology blooms, it seems that some businesses still send out emails using an outdated way of reaching people. It may be a slightly easier solution, yet it’s one that ruins the personal touch potential big data is starting to offer to marketers.

According to Super Office, 89% of all marketers are setting up email marketing systems that only send one message to everybody. That kind of number seems high during the time this article is being written in. A few years from now, there isn’t a doubt it will be lower as artificial intelligence takes over everything in the business world. Or, perhaps there’s still going to be a tendency to take the easy road out of fear that anything else takes too much time.

It’s true that doing the process of segmenting customers in a company’s database takes some time by marketing teams to dig deep into details. Regardless, that’s what a marketing team is hired for and not to take cop out to something easy. Perhaps budget concerns will be a factor, though imagine how impersonal it becomes when every customer in your database gets the same blanket email about a sale or other event.

Honing in on Segmenting Your Customers

The process of segmenting customers helps you understand your customers to the core based on your marketing team dividing them into specific categories. While people don’t love being lumped into categories, they won’t know it’s being done. And even if they did know, you can educate them by telling them it’s being done for their own welfare in giving them leads to products they may not know about or didn’t realize they wanted all along.

Big data is already providing that type of process in email marketing. This isn’t to say marketing teams can’t extract some of this data themselves by placing customers into fairly easy niches. This starts with their location, what industries they may be in (if you’re a B2B business), their general online behavior and habits, their personal interests, age, or even how valuable they are as a customer.

The latter will be quite important in being able to weed out those who most likely wouldn’t respond to the first wave of emails. By tabulating everything, though, you’ll be able to tell more about certain people than you ever thought possible. It’s a method that all the best (fake) psychics know how to use to their advantage so it appears they know everything about you.

Just How Personal Should You Be?

While you now know that not doing segmenting is a major marketing mistake today, you can make further mistakes by being a little too personal. You still want to be businesslike and not make it look like you’ve spied too intensely on what that customer’s habits and wants are. Even if it’s ok to use their first names in those segmented emails, they’ll be amazed at how you were able to scope out what they wanted before they seemingly wanted it.

Keep in mind you’ll still want to segment the ones listed in your database who seem to be on the fence about buying from you. This takes further segmenting and enticement with special offers you think will persuade them based on study of their previous habits. They may be taken aback at the personalization themselves and be impressed enough without thinking it’s suspicious.

That’s the whole key to segmentation and translating the information into an email campaign. 

You want it to look natural and not appear as if you went to too many lengths to learn everything about them. Just mention the things you know they want, and you’ll tap into the psychological side of marketing that’s continuing to enhance the closeness of the customer-business relationship.

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