List segmentation is the process of creating smaller lists from your larger list. Slicing and dicing your email list into different subgroups allows you to send targeted messages to different contacts, improving open rate, click-through rate (CTR), and conversion rate. It’s the key to email marketing success in organizations of all sizes.
With the proper strategy in place, email marketing campaigns can have a positive impact on the bottom line of an organization. According to the 2013 MarketingSherpa Email Marketing Benchmark Report, 64% of marketers said email marketing’s return on investment (ROI) will increase and 60% said that email marketing is currently producing ROI. In fact, email marketers estimate that 30% of email revenue derives from targeting to specific segments (source: DMA National Email Report 2013).
In addition, 80% of marketers surveyed in the 2012 Lyris Digital Optimizer Report said list segmentation and targeting was the most effective email marketing technique. According to Monetate, segmented email campaigns produce 30% more opens than undifferentiated messages and increases the CTR by 50%, improving your organization’s email reputation.
Here are some examples of how lists can be segmented:
- Firmographic information, such as revenue, number of employees, and industry
- Demographics such as age, title, work history, education background, and location
- Past purchase history
- Behavior on your website
- Engagement with your email campaigns
Despite the fact that targeted email campaigns have a 30% higher open rate, 80% of marketers are still emailing the same content to their entire database (source: Experian 2012 Digital Marketer: Benchmark and Trend Report). We strongly discourage doing this!
Data experts at ZoomInfo can segment your existing list so you can alter messaging based on who you’re targeting. We’ll look at demographic and firmographic information, such as title, industry, and size of company so you can ensure the solution is targeted toward the person you’re emailing. Don’t damage your reputation by sending irrelevant messages to the wrong people!
Do you segment your lists and send targeted email campaigns? Let us know in the comments below!