The Value of Personalisation and Email List Segmentation in Email Marketing
One of the most challenging tasks in email marketing is the email making it to a receiver’s inbox. Email deliverability is based entirely on how valid and accurate the email id’s on your list are.
Managing Email Lists
The biggest risk of not managing your email lists is your emails ending up in the spam folder, and your business IP ending up on an email blacklist.
Here are some of the main KPIs and benchmarks to consider while managing your email lists:
Open Rate- Open rate refers to the percentage of emails that have been opened by recipients. This percentage can be calculated by dividing the number of opened emails by the number of delivered emails and then multiplying it by 100.
Click-through Rate- This can be calculated by the number of recipients who clicked a link in your email, divided by the total number of opens and multiplied by 100.
Bounce Rate- This is the percentage of emails that never reached an inbox due to some issue with the email id. It’s calculated by dividing the number of failed email deliveries by the number of emails sent.
Unsubscribe Rate- This is the percentage obtained from the number of contacts who unsubscribe from receiving your emails divided by the number of emails delivered and then multiplied by 100.
Reaching the desired benchmarks through relevancy and personalisation:
But a marketer’s task doesn’t stop at just reaching the customer’s inbox. Encouraging them to read through and keeping them engaged is the next important objective. The best way to achieve this is relevancy and personalisation.
Personalisation- This involves the use of various levels of information about your audience, like location, company, title, device, technology etc. within your emails, to help you be more relevant to your audience. This makes you more likely to connect with your audience and convert them into paying customers. In many cases personalization can help you double conversions, as it gives marketers the ability to send emails containing tailored offers, product recommendations, etc. In other words, giving customers exactly what they want, by being relevant.
When you send out a large number of emails, it’s very easy to repeat the same messaging for many. That’s why it’s important to focus on being relevant to each type of audience, so you can address them on an individual level, making them more likely to engage with your content.
To create personalized emails, we would need to carry out a process called list segmentation, which is the process of breaking up an email list into several smaller, more targeted lists. This process helps you offer your customers and prospects a more personalized marketing experience.
More about List Segmentation
Segmentation is a prioritization technique where you categorize email contacts into different groups based on predefined criteria. This way you can identify specific personas within your list of contacts, and decide how your business speaks to that specific segment, and what they are offered.
For example, you might use different approaches while emailing a list of product or service users, a different approach for decision-makers who want to increase revenue through your software, and another one for managers in the operations or IT departments, who may not use your product directly but have a role in its adoption process.
Lists can be segmented on the basis of: geographic location, demographics, products used, market segments, industry or job function, job title, company size, revenue, interests, income level etc.
Referring back to the KPI’s and benchmarks we mentioned above, research shows list segmentation can increase open and click-through rates, limit unsubscribes, and drive more revenue. With larger companies, the more granular you get with your email lists, the more successful you’ll be.
In the future we will see new tactics and technologies emerge, within the field of email marketing, but email list segmentation and personalization will always remain essential to marketing success.
The best data enrichment strategy for marketing and sales
B2B Data validation and enrichment is the practice of refining your existing CRM database by eliminating redundant and unwanted contact information and appending additional data points to your prospects’ records like phone numbers, industry, size of the company, designation, etc. It is one of the most beneficial practices for both your marketing and sales teams.
Refreshing your email list can be seen as an ongoing process during your marketing campaigns, as it allows you to source highly qualified leads, which enables targeting the right person with the right message. It can help your sales team with customer segmentation and lead scoring, allowing them to create personas for your prospects and craft a personalised sales pitch, improving the chances of converting them into customers.
But what is the most profitable method to get this highly valuable task done? Is it software tools for automated data enrichment or tools enhanced with data research by a team of experts? Find out the benefits of both in the article below.
How much does it cost to buy an email list?
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Are high quality leads possible with email finder tools?
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