As we move into 2019, Digital& has developed guidance with regard to the technologies that smart marketers and executives should be considering – if you’re not utilising them already! These powerful technologies will help your business compete better, achieve more meaningful engagement, realise the potential of every interaction and drive increased customer lifetime value across digital channels.
Part 5 – Email Database Segmentation: Enabling Better Targeting
Less than 30% of brands are currently leveraging email database segmentation. Email database segmentation is a marketing technique where you segment (or divide) your subscriber list, based on any number of conditions.
Segmentation typically results in a 6 times higher engagement rate for email communications and a recent DMA research report found that 77% of the Return on Investment (ROI) from email marketing in 2015 came from segmented campaigns.
Segmentation sets the foundation for more relevant and meaningful communications that align your campaigns with the right customers, enable the deployment of relevant automated email marketing journeys, whilst delivering higher engagement, conversions and improved business outcomes.
Getting started with Email Database Segmentation: Enabling Better Targeting
Do you have an accurate understanding of who your customers are? Smart marketers and executives should be focused firstly on developing accurate customer profiles based on demographic, psychographic, behavioral and intent related data. From here, corresponding email database segments can be carved out.
Be sure to choose an email marketing or automation platform that allows you to define these segments clearly. Ideally, this should be integrated with your CRM in order to create one unified customer view. Make sure to consider your existing email subscribers, current acquisition channels and how best to categorise subscribers in future to ensure they are added to the relevant segment automatically.
Better business performance
Digital& can help you understand who your prospects and customers are whilst working with you to define email database segments that will enable more meaningful communications and a potentially 6 times higher engagement rate.
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