So recently, I’ve been seeing an advertisement for Mailchimp on Hulu (shout out to New Girl reruns) about your ‘clustomer’ – a giant cluster of diverse customers rolls across the screen. And they’re talking about segmenting your email list. So why does this matter? Why should I care?

Think about HOW MANY EMAILS you receive from companies every day. OMG there are so many. And it’s only gotten worse with COVID.

Casting a wide net and using a one-size-fits-all email doesn’t work the same way it used to. So I suggest to our clients that they segment their audiences. This can take a little more admin work on your (or your team’s) part but I promise it will be worth it. So here are a few suggestions…

Personalization

One of the primary benefits of email segmentation is the ability to tailor your content to specific segments of your audience. For example, in my former art gallery life, we would segment our clients based on their interests. An email about Old Master Paintings probably isn’t going to resonate with a collector that only buys contemporary sculpture by emerging artists. So by tagging audiences based on their interests, you can make sure that emails are being sent to the people that will find them most relevant.

Improved Trust + Value

When customers consistently receive emails that are relevant to their interests, they are more likely to perceive value in your communications. Segmentation helps you send out tailored content that demonstrates that you understand your customers' preferences and can provide solutions that meet their needs. Think about your own inbox – when you consistently get relevant emails, you’re more likely to open them!

Higher Email Deliverability

Sending emails that land in the recipient's inbox, rather than the spam folder, is essential for maintaining a positive sender reputation. When you send content to segmented lists, recipients are less likely to mark your emails as spam. This signals to email service providers that your emails are wanted and valuable, leading to better deliverability rates. Additionally, by segmenting your list, you can better manage and clean inactive or unengaged subscribers, further enhancing your sender reputation.

Targeted Campaigns + ROI

When your campaigns are laser-focused on specific segments, you can better measure their performance and adjust your strategies accordingly. This leads to a higher return on investment (ROI) so that you can allocate your resources more efficiently and generate more conversions and sales.

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