Segment your lists – opens and clicks are a means to an end, not the end-game itself.
At the end of the day, it’s not about simply getting your call to action front of as many people as possible. It’s about getting your call-to-action in front of as many of the right people as possible. This is where segmentation comes into play.
Segmentation is an essential tool to ensure that your message is relevant to your recipients, but also to ensure optimal deliverability for your email campaigns.
Many marketers look to open and click rates as the metrics that convey the success of their email campaigns. While those are important metrics to keep an eye on, they are not the end-all, be-all indicators that many believe them to be.
And let’s be honest with ourselves –
A large portion of the clicks marketing emails receive are on the “View this message in a web browser” link, and nearly all of those from anti-spam software, not real prospects.
Let’s say your sell point of sale software for restaurants and retail locations. Inventory management is a much stronger hot button for your retail prospects, whereas ticket modification is far more important to the restaurant crowd. Now you could email your entire database about both features, or you could instead segment your lists and send a targeted email to each segment. As you’d expect, segmenting into two sends will yield a much higher open and click rate on each than if you send one message to the entire list.
While the opens and clicks are nice…
The real accomplishment is that you have more strongly established yourself as a source of value to your recipients.
A much larger portion of your list has now found value in 100% of the emails you have sent them, rather than only 50%. That’s a big deal.
Similarly, the receiving email servers now see that your emails carry a much higher engagement rate, prompting them to inbox a higher percentage of your future sends. Over time this can have an enormous impact on how many of your hard-earned prospects actually see your calls to action, directly impacting your total revenue.
Utilizing marketing automation, you can continue to customize your prospects’ experiences with your brand to further build this value, and in turn their loyalty. Leveraging dynamic content and personalization fields (beyond “Hi <<First Name>>,”) allow you to drive even deeper engagement, but we’ll dive into that in a future article.
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