How to Use Email Segmentation Campaigns To Your Advantage

How to Use Email Segmentation Campaigns to Your Advantage

By Dan Forootan, President of EZ Publishing

Email segmentation campaigns can improve your campaign by 50 percent, according to a Marketing Sherpa study. Your consumers aren’t all the same; they have different interests, they’re of different age ranges, they live in different areas and priorities between males and females can vary significantly. These four factors play a major part in the success of your email marketing campaign, which is why email segmentation campaigns are a technique to consider.

Age, Location, Gender and Overall Interests; these four components in email segmentation campaigns are the most important and here’s why:

What interests a teenager can differ significantly from a senior citizen, and this is why taking your consumer’s age into consideration is important in your email segmentation campaign. It would be a waste of time to send an email blast about gifts targeted towards new grandparents to teenagers, so pay attention to age when constructing a new campaign. This technique will help you target personalized messages towards certain age groups, perhaps breaking them up into age ranges.

Acknowledging different time zones account for the importance of timely messages, while a certain region of a country might be more apt to buy a product. These are examples of why geographical location should be a focus in your email segmentation campaign.

Male vs. female is an age-old issue. Two sexes with two very different interests and priorities should be an indication of the importance of targeting your email segmentation campaign towards each specific gender to yield the best results. Gender specific marketing works well here, since males and females are more likely to buy products made for their gender.

Overall Interests
Employing consistent marketing researching techniques helps with finding out the overall interests of the consumer. By gathering hard data of a potential customer’s interests, you’re more likely to find success in retention rates as well as purchasing rates.