Email marketing is big business, but not everyone is successful at it. One of the keys to successful email marketing is list segmentation. In 2012, email marketers made list segmentation a top priority and got better returns as a result. Read all about it here.
Harnessing “Big Data” is a well-established priority in the digital marketing space, and one that poses as many challenges as opportunities. For email marketers, segmenting consumers based on their characteristics—and targeting accordingly—is not only a top goal, but one which they have begun to master.
Lyris, an email marketing firm, surveyed US digital marketers with monthly email volumes of at least 50,000, and found that nearly nine in 10 were using newsletters for their email messaging campaigns. Promotions and discounts were not far behind, in use by 86% of marketers, making content and incentives fairly evenly matched tactics.
Asked what techniques they used when engaging in these email campaigns, by far the greatest percentage, 85%, cited list segmentation and targeting. List segmentation was also considered the most successful technique, with a considerable 80%—nearly all those who used targeting—reporting the tactic as effective.
Given the focus on list segmentation by email marketers, and their positive assessment of its impact, it’s not surprising that few struggled with this tactic. Segmenting the email database was considered a difficulty by only 18% of respondents. While plenty of marketers struggle in other channels to interpret information on customers and serve ads and content based on what they’ve learned, email marketers seem to have much more success getting and using data.