The importance of email segmentation

2 min read 21 February 2019

With the explosion in popularity of social media marketing and enhanced customer retargeting opportunities, email marketing can sometimes be viewed as a somewhat outdated marketing tactic. Client Partnership Director Adam shares his insight into why it's so important to segment emails to your target customers. 

At Mobas, we believe passionately that email remains a relevant tool for online marketers so long as it is used correctly and the content included is tailored to your audience as an individual. 

It still surprises and shocks me how often businesses, who have access to significant levels of personal information about their customers, fail to segment their email lists. I regularly shop from a well-known clothing store, they have access to my order history, know the type of clothes I wear and what I've bought in the past. They are adept at using re-targeting to display adverts of the products I've viewed online, yet today I received an email informing me that they now offer clothes in XXXXL size. I'm far from slender, but this is clearly an example of a generic email with no audience segmentation. Emails such as these have the potential to dramatically impact the open rates of future communications. 

No matter what people might say, there is no one-size-fits-all approach and customers won't engage with messages that don't speak to them. The only way to achieve relevance is to segment your lists and speak to each recipient as an individual. With the recent GDPR changes, users are more reluctant to give their email addresses. If they've made a commitment and shared their information, we have a duty to ensure we are using it responsibly and making that contact work as hard as it possibly can. 

At Mobas, we always take an audience-focused approach to email marketing. No matter whether we are sending appointment emails for the leading washing machine manufacturer or sending a personalised birthday freebie code for a high street coffee shop brand, we always start by identifying the purpose of the email and defining the content to ensure it is tailored as much as possible to the recipient. 

By segmenting your lists you'll not only get better results, but your email reputation will improve too, driving higher levels of future engagement. A recent report on email marketing found that 39% of marketers who segmented their email lists experienced higher open rates, 28% experienced lower unsubscribe rates, and 24% experienced better deliverability and greater revenue. The arguments for targeting email content are therefore clear to see. 

If you feel that you need to transform your approach to email marketing, then get in touch with Mobas to discuss how segmentation can help you achieve your marketing goals.