Why segmenting your marketing emails is important

May 4, 2020 4:10 pm


The experts say that businesses need email lists to grow and get more clients. They say that the average return on investment on email marketing is a not-so-dusty 38%. Then, they tell us that we need to target our messages to different groups of people. That makes sense; a 65-year-old widow is probably not going to be interested in the same style of clothes as an 18-year-old starting her first job. So far, so good.

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Segmenting the list

There is a bit more to this than just finding out what interests those on your list. It involves market research to find out more about their behaviours, what they do and don’t do, etc.
Research shows that there are a great many benefits from this, including improved customer retention and an increase in new customers. A Brand Strategy Agency such as https://www.reallyhelpfulmarketing.co.uk/marketing-and-strategic-development-services/brand-strategy-agency can really help you to assess what it is about your brand that attracts customers as well as ways in which you can further enhance this and your marketing.

Making it personal

Human beings like to think that they are special and that they are the most important person in the life of whichever company they are dealing with. Let’s say that someone wants somewhere to store their wine, a glass door refrigerator for example, but they haven’t really done their homework and don’t realise that there are different types. One that old holds soft drinks cans just won’t hack it. If you do your homework beforehand, you will know exactly what they are looking for and tailor your emails to them. They’re happy because you are helping them. You are happy because you (hopefully) get a sale and a loyal customer. According to the IDM sending your list tailored emails for specific reasons is the way to go.

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Keeping your clients

All businesses want new clients, that’s obvious, but it’s also cost-effective to spend a bit of time and money on keeping the ones you’ve already got. Think about it like this: you’ve already done your homework on that client and you know that they are happy.

Summing up

If you take the actions outlined above, you stand a good chance of getting new clients and keeping your existing clients. Remember to find a way to assess your return on investment and remember that results don’t always happen straight away.