In the realm of email marketing, it’s easy to “set it and forget it.” Afterall, the term marketing automation is synonymous with email marketing, isn’t it? The problem with this thinking is that people don’t want to be automated. They don’t like the robocalls, or clumsy kiosks, or the rapid-fire of emails that scream out of a newsletter sign-up. They want personal. Personalized emails form a connection that something to the general masses could never be.
Marketing segmentation is the arena of email marketing that lets you break down your email list into smaller pieces. Sometimes this is done for demographic purposes–you wouldn’t want to send an email about a pop-up event in Brooklyn to a person that lives in Indianapolis, would you?
But demographics aren’t personal. They are descriptors that are generalized and in most cases leave people feeling out of touch. Just because you are a [insert age bracket] + [insert ethnicity] + [insert gender] doesn’t mean that you also enjoy [insert stereotype], does it? And that’s the point.
When you personalize your contact with customers, even if it is through automation systems, you create a better connection that makes it look like you care about them as individuals in a sea of millions of people with similar demographics. Digital Marketing Agencies are pushing this trend out to their clients regularly as a trend on the rise. Email is one of the simplest communications that can be personalized en masse.
4 Email Segmentation Statistics You Should Know:
- 42% of marketers do not send targeted email messages; only 4% use layered targeting. (MarketingProfs, 2016)
- 83% of companies use at least basic segmentation for their emails. (Econsultancy, 2016)
- The ability to segment email lists and individualized email campaign messaging is the most effective personalization tactics for 51% and 50% of marketing influencers respectively. (Ascend2, 2016)
- Segmented and targeted emails generate 58% of all revenue. (The Direct Marketing Association, 2015)
While the data is still rather raw, it’s important to note that personalized emails and/or campaigns is a revenue driver. The psychology behind this makes it less of a phenomenon, as people want to do business with others that see them as people instead of account numbers. That connection is pivotal, but it doesn’t mean you have to give up on your email marketing or automation systems.
4 Steps to Start Using Email Personalization:
- Use Customer Relationship Management (CRM) tools that provide details about each customer–insights you must include
- Create Email Lists & Campaigns based on of more personalized insights, such as birthdays, family events, or other celebrations
- Regularly write personal introductions in your direct interactions with customers
- Include personal information of your own that you are willing to share with your audience
If you need help setting up a CRM system, organizing your mailing list for personalization, or designing personalized emails for your prospective and returning customers, talk to us about email marketing and let’s grow your revenue together.