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Surprising Email Marketing Statistics That Will Make You Rethink List Segmentation

Target the Right Customers with the Right Messaging, Every Time

If you’ve ever sent an e-newsletter or worked with a digital marketing agency, you’ve probably heard of list segmentation. It’s an essential part of any successful email marketing campaign. But sometimes it feels like you just don’t have the time to sort through your various contacts. Or maybe you don’t know where to start. No worries! Here, you’ll find some surprising numbers about the benefits of list segmentation, and we’ll give you some helpful tips to get started. Keep reading for more.

See Also: How to Create Content Customers Crave


Why You Need to Segment Your List

Some people want to buy a hammer. Some want to buy a pillow. While a few of those folks may overlap, they’re probably not looking for the same qualities, or even in the same places, for the products. That means you need to target each type of buyer separately.

The same goes for your residential and commercial clients. A homeowner looks for different qualities, features, and services than a business owner. So, why wouldn’t you change the content that’s reaching their inbox?

According to Hubspot, 49 percent of businesses use some kind of email marketing. That means your client’s email inboxes are likely pretty crowded. Additionally, 78 percent of users say they’ve unsubscribed from email campaigns because businesses were sending too many emails.

By taking the time to segment your lists -- even just by separating residential and commercial clients -- you can help your campaign stand out and retain your audience more effectively.


Segmented Lists Get 100.95% More Clicks

Kind of a surprising number, right? MailChimp, a leading email marketing service, observed the results of campaigns with segmented lists against campaigns with unsegmented lists. The number above refers to the click data across “all segmented campaigns,” which included lists segmented by date added, interest groups, user activity, and merge fields.

More realistically, clicks for all four types of segmented lists averaged 49.16 percent higher than unsegmented lists.

As you can see, segmenting your lists by different factors can achieve pretty substantial and positive results. How granular you want to get is up to you. But understanding that a targeted campaign is more effective than an untargeted one is a cornerstone of building a great marketing strategy.


How to Segment a List

The average opt-in rate for email marketing is 1.95 percent, according to Sumo. That seems like a fairly low bar to clear, and these segmentation tips will help you get there.

Get more info:
If you’re planning on building an effective marketing campaign, you need to gather as much data as possible about your clients. Don’t just get their name and phone number. Do your best to collect email, company information, and even the types of products they’re interested in purchasing.

Add an opt-in form to your site:
An opt-in form asks for user's relevant information. They're easy to automate, too. Once a user fills one out, it can automatically segment them by different factors and into the most appropriate lists. If you don't have one already, add it to your website now.

Check your records:
Even if you're feeling overwhelmed with list segmentation, you probably already have a head start. You can often download lists from Quickbooks or other billing software.


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author cody mcgowan small

Author:  Cody McGowan

Title:  Content Manager

About:  As a Content Manager at One Firefly, Cody is responsible for supporting One Firefly clients by producing engaging web content in the form of blogs, press releases, social media updates, newsletters and case studies. After graduating from Florida Atlantic University with a degree in Multimedia Studies, he spent time serving coffee and writing for various lifestyle blogs across the web. An avid reader, movie buff and TV nerd, he found his calling as a marketing copywriter because it combines his passions for both visual media and the written word.




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