{"id":2180,"date":"2019-02-08T06:57:53","date_gmt":"2019-02-08T06:57:53","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=2180"},"modified":"2025-02-17T09:50:10","modified_gmt":"2025-02-17T07:50:10","slug":"segmentation-should-be-priority-email-marketing-strategy","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/segmentation-should-be-priority-email-marketing-strategy\/","title":{"rendered":"Why Segmentation Should Be A Priority in Your Email Marketing Strategy"},"content":{"rendered":"<section class=\"l-section wpb_row height_medium\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_grid cols_3-1 laptops-cols_inherit tablets-cols_inherit mobiles-cols_1 valign_top type_default stacking_default\"><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-image align_center\"><div class=\"w-image-h\"><img decoding=\"async\" width=\"620\" height=\"437\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_Write-an-advertising-copy9-e1549608972790.jpg\" class=\"attachment-full size-full\" alt=\"DSM Digital school of marketing - email marketing strategy\" loading=\"lazy\" srcset=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_Write-an-advertising-copy9-e1549608972790.jpg 620w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_Write-an-advertising-copy9-e1549608972790-600x423.jpg 600w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_Write-an-advertising-copy9-e1549608972790-300x211.jpg 300w, https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2019\/02\/DSM_Infographics_Write-an-advertising-copy9-e1549608972790-284x200.jpg 284w\" sizes=\"auto, (max-width: 620px) 100vw, 620px\" \/><\/div><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><p>Email marketing\u00a0is about creating a relationship with your customer. That means your emails need to be relevant and timely for each customer because not all customers are the same.<\/p>\n<p>\u2018Email marketing segmentation\u2019\u00a0is the division of email subscribers into smaller groups based on criteria such as:<\/p>\n<ul>\n<li>Geographic location,<\/li>\n<li>interests, and<\/li>\n<li>purchase history.<\/li>\n<\/ul>\n<p>It\u2019s used as a\u00a0method of personalisation to deliver more relevant <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-marketing-courses\/\">digital marketing<\/a> to subscribers.<\/p>\n<p>Segments are created so that the digital marketer can specifically cater to each different email list and that list\u2019s independent interests, rather than creating one mass message for everyone.<\/p>\n<p>With a digital marketing strategy focused on segmentation, you\u2019ll send each contact what they want to see. People engage because you give them tailored information. Your digital marketing feels more personal and therefore gets better results.<\/p>\n<h2>Importance of Email Segmentation in Digital Marketing<\/h2>\n<p>If you segment your customer base well, you\u2019ll be able to reach to your them on a more individual basis. Research states that email marketers who segmented their lists had markedly higher click-through rates than those who did not.<\/p>\n<h2><strong>Your Customers Are Not The Same<\/strong><\/h2>\n<p>Within every email list there are a multitude of different personalities. And even within these personality types every individual <a href=\"https:\/\/digitalschoolofmarketing.co.za\/customer-buying-cycle\/\">buyer<\/a> is at a different point in the sales cycle. Sending the same message to all these buyers is sort of like asking them all to wear the same size shoes. The message (and the shoes) just won\u2019t fit.<\/p>\n<p>The truth is that customers won\u2019t engage with a message that doesn\u2019t speak to them personally. They want a message that has relevance. By segmenting your list and sending messages to each individual buyer you will be pleasing your customers, not losing subscribers, while boosting your business at the same time.<\/p>\n<h2><strong>Personalisation Drives Revenue<\/strong><\/h2>\n<p>Subscribers appreciate getting better targeted and tailored emails. Research has shown that the relevance of an email impacts positively on customer experience. But we also want to see business goals being met to increase profits. This is another reason why segmented campaigns are so cool \u2013 they just perform better. Digital marketers have found an increase in email revenue\u00a0from segmented campaigns. This makes perfect sense because the more relevant the message, the more likely your subscriber is to act on it.<\/p>\n<\/div><\/div><div class=\"w-video align_none ratio_16x9 has_iframe\"><div class=\"w-video-h\"><iframe title=\"Vimeo video player\" src=\"https:\/\/player.vimeo.com\/video\/285107870?autoplay=0&loop=0&autopause=0&color=00adef&portrait=0&byline=1&title=1&controls=1&muted=0\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen loading=\"lazy\"><\/iframe><\/div><div class=\"w-video-icon\" style=\"font-size:1.5rem;background:rgba(0,0,0,0.5);color:#fff\"><\/div><\/div><div class=\"w-separator size_medium\"><\/div><div class=\"wpb_text_column\"><div class=\"wpb_wrapper\"><h2><strong>Segmentation Improves Sender Reputation<\/strong><\/h2>\n<p>Sender reputation is a big plus of segmentation. The complaint rates from email list subscribers are a major factor in your reputation. And the best way to reduce your complaint rate is to make sure everyone on your list\u00a0wants\u00a0to receive your emails.\u00a0Email segmentation leads to lower unsubscribe rates, better deliverability and fewer spam complaints. In the long run, this leads to better sender reputation.<\/p>\n<h2><strong>How personalisation and segmentation can improve your emails<\/strong><\/h2>\n<p>When setting out to create an email, most digital marketers spend the majority of their time selecting the\u00a0offer and writing the <a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-copywriting-vs-traditional-copywriting\/\">copy<\/a>. Less effort is spent making sure they deliver that message to the right person. And it&#8217;s rare that they take the time to personalise the email to each individual recipient.\u00a0This is unfortunate because a great email is about the combination of great content with the appropriate context.<\/p>\n<p>Email is a valuable channel because it allows you to create an individual message using personalisation and segmentation. Because email lists use your contact database, you can tailor your message in exciting ways.<\/p>\n<h2><strong>How to segment and personalize emails<\/strong><\/h2>\n<ul>\n<li>\n<h3><em>Determine the goal of your email.<\/em><\/h3>\n<\/li>\n<\/ul>\n<p>Decide what type of email you are sending and the goal of the send. Is it a product update, website launch, or newsletter?<\/p>\n<ul>\n<li>\n<h3><em>Identify and build your segments<\/em><\/h3>\n<\/li>\n<\/ul>\n<p>Once you know the purpose and goal of your email, decide if you would like to change the messaging and content based on any variable such as age, geographical location or whether someone is already a lead or a customer.<\/p>\n<ul>\n<li>\n<h3><em>Create your smart rules<\/em><\/h3>\n<\/li>\n<\/ul>\n<p>You can use segments to create a smart rule in your email client.\u00a0Using this, you can set up a rule to specify that only certain lists are sent specific content.<\/p>\n<ul>\n<li>\n<h3><em>Write the content<\/em><\/h3>\n<\/li>\n<\/ul>\n<p>Once the smart rules are created, you can create the specialised content that you want each group to see.<\/p>\n<ul>\n<li>\n<h3><em>Personalise the\u00a0sender address<\/em><\/h3>\n<\/li>\n<\/ul>\n<p>This may seem like a very small detail but who an email is sent from is an important component of a successful email. Think about the emails that you receive. The person who sends you an email is probably one of the main determinants of whether you open it or not. The sender\u2019s name signals if you should care and whether you can trust the message.<\/p>\n<h2><a href=\"https:\/\/digitalschoolofmarketing.co.za\/contact-us\/\">Get in touch with the Digital School of Marketing<\/a><\/h2>\n<p>Ultimately, data combined with segmentation lets digital marketers send customers truly relevant messages. This means better results for everyone involved. If you consistently segment your list and send the right messages to the right people, your subscribers will realise that every time they get an email from you, they know the content will be interesting &#8211; because it always has been. To learn more about email marketing and digital marketing, <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-marketing-course\/\">sign up for<\/a> the Digital School of Marketing\u2019s <a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-marketing-course\/\">Digital Marketing Course<\/a>.<\/p>\n<p><a href=\"https:\/\/digitalschoolofmarketing.co.za\/courses\/digital-marketing-course\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-759 size-shop_single\" src=\"https:\/\/digitalschoolofmarketing.co.za\/wp-content\/uploads\/2018\/08\/DSM_Footer04-600x96.jpg\" alt=\"DSM Digital School of Marketing Digital Marketing course registration\" width=\"600\" height=\"96\" \/><\/a><\/p>\n<\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"w-btn-wrapper align_justify\"><a class=\"w-btn us-btn-style_2\" href=\"#enquiry\"><span class=\"w-btn-label\">Enquire Today<\/span><\/a><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">Blog Categories<\/span><\/span><\/h3><div class=\"wpb_text_column us_custom_5cd26a65\"><div class=\"wpb_wrapper\"><ul>\n<li class=\"cat-item cat-item-1\"><a href=\"\/blog\/content-marketing\/\">Content Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/digital-marketing\/\">Digital Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/cyber-security-blog\/\">Cyber Security<\/a><\/li>\n<li class=\"cat-item cat-item-2\"><a href=\"\/blog\/graphic-design-blog\/\">Graphic Design<\/a><\/li>\n<li class=\"cat-item cat-item-3\"><a href=\"\/blog\/public-relations\/\">Public Relations<\/a><\/li>\n<li class=\"cat-item cat-item-4\"><a href=\"\/blog\/seo\/\">SEO<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/social-media-marketing\/\">Social Media Marketing<\/a><\/li>\n<li class=\"cat-item cat-item-5\"><a href=\"\/blog\/web-design-blog\/\">Web Design<\/a><\/li>\n<\/ul>\n<\/div><\/div><div class=\"w-separator size_medium\"><\/div><h3 class=\"w-text us_custom_6caa4608 has_text_color\"><span class=\"w-text-h\"><span class=\"w-text-value\">You might also like<\/span><\/span><\/h3><div class=\"w-html\"><ul><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/social-media-marketing-blog\/zero-moment-of-truth-benefit-social-media-marketing\/\" rel=\"bookmark\">Use the Zero Moment of Truth to Benefit your Social Media Marketing<\/a><\/li><li><a href=\"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/your-complete-guide-to-ppc-marketing-basic\/\" rel=\"bookmark\">Your Complete Guide to PPC Marketing Basics. 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