The Importance Of Email Segmentation For Your Campaigns

Email segmentation is going to be a sexy topic in 2024. But perhaps you don’t believe me yet.

Email segmentation helps you sort your subscribers into different groups. For e-commerce this is critical. Not all contacts are at the same part of the journey with your brand, and not all benefit from the same messages.

Sending poorly targeted emails does considerable harm to your ability to contact your customers in the future. Doubly so as inbox providers like Google and Yahoo clamp down on spam to reduce the amount of noise in people’s inboxes. An unopened and unclicked email is a signal to Google that you send bad emails. Don’t train Google’s spam filters this way.

Send the right email to the right person.

Email is not dead. Email has been the biggest driver of growth and revenue for most businesses. It is the audience that you have the most direct control over. Unlike social media followers, email is less likely to be blocked due to closed accounts or algorithm changes.

Email continues to grow. Here’s some stats:

Segmented emails drive 30% more opens and 50% higher CTRs than unsegmented ones

Email drives an impressive ROI of $36 for every $1 invested

81% of B2B marketers say their most used form of content marketing is email newsletters

there are 4 billion daily email users globally, expected to climb to 4.6 billion by 2025

38% of brands are increasing their email budget, just 10% are cutting.

Today, marketers use AI for emails to help in the writing of copy. Crafting a better subject line is something AI is great at. Great copy can help engage more readers to open and click. But it’s only part of the equation.

Using AI to segment your contacts opens many new possibilities. Advanced segmentation is hard data analysis and as a result mostly a tactic used only by sophisticated marketing teams. AI democratizes this kind of analysis. It helps even smaller brands focus their marketing at the people most likely to appreciate it.

AI has the ability to take what would be complex software logic and turns it into the business question.

Given a customer profile you can ask questions:

has this customer churned?

does this customer like to use coupons / are they price insensitive?

do they live in the North East?

is this customer a VIP?

Each of these questions could be answered with various logical checks – written in code, or implemented in spreadsheets. AI models like GPT-4 can answer if provided with english.

It won’t be long before solutions like this are scaled up and available to email marketers for defining segments.

If this is something you find intriguing lets connect – I’m looking for beta testers for case studies. Let me segment your customers for you! I’m accepting 5 test clients to run this system with and prove it out.