Alert Solutions Blog

3 Ways List Segmentation Can Improve Your Email Marketing Campaigns

Posted by Nina Russo on Thu, Feb 28, 2013 @ 15:02 PM

By now, most of us are well aware of the potential of a well-targeted email marketing campaign.

However, some businesses still fail to realize that email marketing campaigns can only achieve maximum ROI if they are delivered to the right person, at the right time, with a relevant message.

List segmentation is one easy strategy that can help you get the most out of your email marketing efforts. What is list segmentation?

List segmentation can be defined as the process of segmenting your large email marketing list based on various criteria.

Some examples of list segmentation strategies are:

1. Segmentation by Lead Source
2. Segmentation by Behavioral Criteria
3. Segmentation by Contact Type
4. Segmentation by Demographic Information
5. Segmentation by Past Purchase History

And keep in mind that most effective list segmentation strategies will use a combined approach. List segmentation strategies help you better target your email marketing campaigns and increases the relevancy of your messages—resulting in higher open and click-through rates.

The benefits businesses can experience from conducting list segmentation are huge. Here are our top 2:  

1. Improved Sender ReputationList Segmentation Strategies Improve Email Marketing Campaigns
When you can identify your more engaged prospects, it becomes much easier to target them with more accurate and attractive offers.

Inactive subscribers are most likely to mark your email as junk and should be removed from your list. It will reduce the size of your opt-in list, but you have to think of your long term goals.

List segmentation decreases the likelihood of trying to send to unsubscribes, increases content relevancy and improves overall email deliverability and sender reputation.

2. Better Email Marketing Campaign Results
Businesses that employ list segmentation techniques are able to group their audiences based upon their preferences in order to send the most targeted mailings possible. 

In fact, research has found that list segmentation strategies increase the relevancy of your messages-resulting in higher open and click-through rates. The #1 reason why people unsubscribe or opt-out is due to irrelevant messaging.  The more relevant your email marketing messages are to your subscribers, the better the response rate.

For list segmentation and audience targeting tips and tricks, downloaded our best practice kit today.


Topics: list segmentation, list segmentation best practices, email marketing

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