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Segmentation is the WINNER!!
Email works best when it maps the message to the recipient. Unlike a television commercial or direct mail piece, it’s pretty easy to segment email marketing efforts. It’s surprising that more companies don’t achieve proper segmentation in their email marketing.
For example, a recent study found that companies can bring down the costs by 70% if they track customer behaviour or subscriber preferences to develop more appropriate email marketing.

Marketers who segment their email messages based on customer behaviour achieve an average email deliverability rate of 90.2 percent, and saw a 10% increase in open rates, while marketers who do not segment email communications saw open rates stay flat or decline.

Depending on your audience, brand, product and service, you may want to segment by audience dimension (demographic, behaviour, etc.). Once you have worked out email segments, map your core message to those segments (creative, subject line, offer, frequency, etc.). Finally, measure and compare so that you can track effectiveness and refine your campaigns.
  1. Segmentation data:

    • demographic data
    • survey results
    • subscriber action

    For example, we’ve seen a lot of success in using segmentation data to tailor messages to new subscribers, active subscribers, inactives, the “sleepers and peepers” who are infrequently heard from. You want to court and woo your new subscribers who don’t know you very well. On the other hand, don’t bore your active users or give them repeat offers.

  2. Segmentation elements:  

    • creative
    • subject line
    • offer or call-to-action
    • sender/from email address
    • content
    • frequency

    Once you’ve determined the data to use and divided your list into discrete segments, you’ll find that you can tailor your messaging. Think about the creative, who the email is coming from, how often users want to hear from you, how long an email they want to receive, and what’s the best call-to-action.

    Finally, measure and revise. Open rates and conversions will tell you how your segmentation strategy is doing, and you should use that data to modify your strategy
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