Mastering Email marketing, Lesson 3: Audience Segmentation
All your email subscribers are different. Some are familiar with your brand/products and some are new. Some signed up to your email list for your product, others for the free eBook. Some love your emails, some are about to unsubscribe. The consequence of this is that there is no “perfect” email you can send to your entire email list. The best way to communicate with each group of subscribers is different . This is where segmentation comes in. Instead of “batch and blasting” your entire email list with one-size-fits-all content, you split your list into “ cohorts ” and send tailored content to match their needs. You’re giving each subscriber what they want, when they want it. The result is increased engagement, sending reputation , and revenue. There’s also a 2nd order benefit of segmentation. A better subscriber experience results in a greater % of emails being clicked and opened. Both are considered “positive actions” by mail providers and the result is i...



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