Have you ever received an email from a brand you subscribe to and felt that the content didn’t relate to you? And when you did, did you feel disappointed and emotionally disconnected from the brand? Mass emailing is a huge mistake that marketers make. It’s fine for general announcements. But to get the most out of your email marketing campaigns, you should practice email list segmentation.

Email list segmentation is grouping your email list into smaller segments based on specific characteristics such as demographics. Common demographics used in email list segmentation include age, gender, location, family status, and job title. Email list segmentation improves email marketing campaign success by increasing open rates and engagement. Here’s a deeper look at the power of email list segmentation.

Increased open rates

The practice of email list segmentation goes beyond grouping your email subscribers by demographic; you also personalize your messaging to appeal to that specific group of recipients. Also, segmenting lists based on demographics isn’t the only method to group email subscribers. You can also segment your email lists based on user engagement and buying behavior. Open rates go up because people receive emails that are of value to them and personalized to meet their needs.

Lower unsubscribe rates

Email list segmentation focuses on delivering the right content to the right people at the right time. When you improve email relevance, people are less likely to unsubscribe. Not only does the practice help you retain email subscribers but it also leads to more user engagement, such as clicking the links in your email campaigns or desired reactions to your calls-to-action.

Increased sales leads and better customer retention

Consumers crave personalized service. They respond better when they’re addressed by name, and you capture their attention better when you demonstrate you care about providing solutions to their specific problems. When people feel seen, they are more likely to connect emotionally, leading to improved brand loyalty and more sales and repeat customers.

Fewer spam complaints

We get so many emails a day that often, we don’t bother opening them all. Instead, we skim our inboxes to determine the relevance of each new email based on the subject. Some emails raise red flags, screaming ‘spam’ based on the language used in the email subject. Emails that seem irrelevant can be immediately archived or marked as spam without ever being opened. This practice is what email list segmentation aims to avoid. Because when you segment your subscribers by group and personalize your campaigns, you create more relevant subject lines that are more likely to get noticed and less likely to be flagged as spam.

Improved deliverability

If you’re segmenting your email lists, you should also be regularly cleaning your contact database – ensuring it doesn’t contain inactive or incorrect email addresses, which can lead to poor deliverability and high bounce rates.

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