Email Marketing News
Email marketers 'should not underestimate importance of segmentation'
Friday, 7 November 2008Email marketing executives should not ignore the benefits of segmentation for their campaigns, according to MarketingSherpa.
In a blog post, the marketing information website emphasised that segmentation can give a significant boost to email campaigns at little or no cost.
Marketers should begin by looking at how their current software can effectively split their email lists into segments based on demographics, open rates and other metrics.
Testing different messages sent to each segment is also crucial, MarketingSherpa said, while those operating in the business-to-business sector would do well to segment customers based on how these clients view themselves.
"Your internal organisation - such as product lines or sales territories - may be completely irrelevant. It's about the prospect's view of what their primary role is," it stated.
According to Richard Rushing of the Email Insider blog, marketers should ensure they thoroughly understand their clients' needs, wants, behaviour, demographics and lifecycles before implementing a segmentation strategy that can be constantly improved.