“Generate revenue by whatever way possible” – This may be one of the frequent statements that every person who works in the sales or marketing teams of organizations hears from their superiors. But is this “whatever way” technique always possible for achieving necessary outcome. Let’s imagine an office scenario where employee A, who is under tremendous target pressure, is trying to contact prospective clients for selling his company’s products. He’s trying the method of cold emailing. A is feeling frustrated enough by not getting any response but still is burning all his energy. Now let’s take a look at employee B, who is also trying the method of cold emailing but the client list in front of him is segmented in to contact & company wise. This is actually making his work easier, primarily because B is not hunting in the dark. He knows exactly who to contact & in which sector & unlike poor A, he’s getting results. This is just an example of how a segmented email list can help marketers in their jobs. Before going further into how segmented email marketing strategy can boost your business performance let’s have a look at the background of the game.
Marketing & E-mail Marketing
Marketing has been one of the important segments of business from the beginning of trade. Different marketing methods have been tried & tested by tradesmen around the world for getting their product sold in their respective markets. With the advancement of time the methods have also changed for attaining better results. Marketing which started with direct pitch took the mediums of paper, radio, television & has moved into the advanced medium of internet. Email marketing was one of the first marketing approaches which marketers started for gaining more clients. Later, other different methods got introduced including content marketing, social media marketing, search engine marketing, pay per click etc. Out of all these (email marketing) still stands out to be one of the most effective even though it was one among the first.
“Email marketing is the lifeblood of any business. If you don’t have a solid email marketing strategy, then you hate money. Email isn’t going anywhere and is still one of the best ways to move a lead to a prospect, a prospect to a buyer and a buyer to a consistent customer.” – (Justin Rondeau) Email marketing is using email to send to your marketing message directly to the audience. The popularity of email marketing is mainly because it’s easy, quick to get started & it’s inexpensive. It’s also one of the best methods to increase brand recognition, expand your network, attract new opportunities and help you reach to a wider audience.
One doubt about email marketing that marketers can have will be that since it’s done by everyone, it’s better not to bother about it because people seem to complain that their inboxes are getting overcrowded. But no marketer should underestimate the power of email marketing because of these doubts, primarily because if done in the right way the profit that can be made will be enormous. Emails that deliver value still get read, saved, shared & clicked by the audience and it’s a great way to reach out to new clients & stay in touch with existing audience. “Worldwide email use is going to top 3 billion users by 2020” – (The Radicati Group)
What Is Segmented Email marketing Strategy & Why
Just applying email marketing for getting more business without any strategy will fail like any other technique would without any strategy. Proper thinking is necessary before applying the method for getting the best result for any job and email marketing is no different. Without proper strategy the marketers will end up like employee A, about whom we mentioned in the first paragraph, without any results.
One of the strategies for getting the best result in email marketing is segmentation. Corporates around the world are applying the technique of segmentation in their email marketing campaigns & as they do not want to be left out in the game & loose profit. So what is this hype about segmentation in email marketing all about& what is email list segmentation? Every Marketing professional out there knows that data & personas that every firm encounters when collecting information from possible customers will be different, including gender,geography, age group, company they work for, the position they handle etc. After the collection of this relevant data, the information can be used to segregate customers into different groups or sets, which are called segments.
After this separation and segmentation of groups, content & data that will appeal more to the customers can be created. There may be some who will be having doubt that whether all this is necessary. The only answer to this is that buyers aren’t all the same. A company with a certain product may target different industries for the same kind of product or service. If it’s regarding individuals that also can vary according to the position they hold or in the particular sector they work in. For example, if a company is in to medical services they mostly won’t be targeting just one sector of the healthcare but it will be multiple. One thing that should be identified is which type of industries or individuals make up your customer base as a whole. This will help in your segmentation to be more understandable & easier.
Other than all these, List segmentation helps in providing individual experiences to the customers. As the emails sent to each (or a group) can be edited & customized, you can take the decision on what kind of relevant content goes in to each email, that will appeal more to the reader. This will increase the chances of customers opening the mails & reading them rather than deleting them.
Concluding the Content
Email marketing segmentation is one tactic which will give maximum ROI & can help attain maximum result with your email marketing campaign. It is one technique which can help out established corporates to individuals who are trying to expand their brand in the market. Segmentation has become more & more of a must-have in the email marketing world & marketers who are taking advantage of it do well in reaping the benefits through higher click-through rates, better deliverability & generating extra revenue from their email sends than their non-segmenting equivalents.