In a nutshell, segmenting your audience basically means that you are looking at slices of your audience that have similar traits. The defining trait(s) can be something as simple as where the “slice” is physically located (zip code for example), whether or not the “slice” has purchased your product, or what types of subject lines they responded to previously. Probably the most important reason as to why you would segment your audience is to be able to craft your content to be of specific interest to that segment.
A recent MarketingSherpa study found that 78% of business to business (B2B) marketers see the impact of email continuing to increase; for consumer marketers, it’s 69%. We can’t emphasize it enough, however – there are many variables that will determine if your email campaign delivers the results you’re expecting – whether these campaigns are retention, transactional or prospecting based.
What can you do to create a well thought out and executed email campaign? Read this article and we’ll introduce you to 7 important factors to consider when planning your next email marketing campaign.