Putting it simply, email segmentation can make it much easier to get the right messages out to the right people. When you segment your audience, you can send relevant messages to people who are likely to be interested in certain content without irritating those who it is irrelevant to.

What is the purpose of segmentation?

Segmentation can be based on a wide range of factors, including age, gender, location, interests, purchase history and more. It ensures your marketing strategy is more targeted and relevant. Different email lists can be created and specific messages sent out to each of these, so you can avoid creating a single message for all of your customers. What might appeal to some of your customers may be completely irrelevant to others, and with email marketing you can make these differences work for you.

What are the risks of non-segmentation?

There are big risks attached to sending out messages to customers who are unlikely to be interested in them. If you continue to send irrelevant messages out to certain customers, they could unsubscribe from your email list and therefore miss the emails that they are likely to be interested in. One of the biggest reasons for unsubscribing from a list is irrelevant content.

Where to start with segmentation?

If you are interested in segmenting your content but don’t know where to begin, you can start by sending emails out to your customers and asking them which kind of topics and categories they are interested in. Some customers might be interested in new products rather than discounts, whilst others may wish to hear about in-store sales rather than online promotions. Some might be interested in all of these and could therefore be added to all your lists. Once you have asked your customers for their preferences, you can simply send out information relevant to them rather than communicating with them unnecessarily.

Effective targeting

It’s also important to use location information when creating lists. You can ask them which locations they are interested in when they sign up to receive emails from you. Your email reports can also tell you which kind of messages they have actually been opening and which emails they have declined to read. This will help you target them more effectively. You can also create lists for customers who have bought particularly services or products and send them emails about similar items. Even if you have limited access to resources, budget and time, carefully executed email marketing campaigns can help you gain the exposure and sales you require.

How Email Blaster can help with segmentation

At Email Blaster, we can come to your assistance if you do need a helping hand with optimising your email marketing campaigns and segmenting your audience. We have many years of email marketing experience to draw upon and can use our vast expertise to help you create highly effective and targeted campaigns. You can reach us today by using the contact us form on our website, by calling us on 01327 438077 or by sending a message to support@emailblasteruk.com.