Dividing your list into subgroups and sending targeted messages to each group is a key tactic to raise the performance of your email program, but it’s one that many marketers ignore.
It might not be new or innovative, but it has proved to be one of the best ways to maximize open, click and conversion rates. Marketers can average three times the revenue per email (RPE) with targeted campaigns compared with broadcast (e.g. radio and TV) campaigns.
In a new article on ZoomInsights, email marketing expert Mike Hotz reminds us of four valuable ways to improve email performance through segmentation:
- Engagement segmentation (Who clicks)
- Email behavioral segmentation (What they click)
- Website behavioral segmentation (What they browse)
- Purchase behavior segmentation (What they bought)
Mike’s article helps you avoid the trap of spending all your time, effort and budget on something that might be new and untested when you can harvest plenty of low-hanging fruit by building on the basics. Check it out!