Increase Email Open and Click-Through Rates with Segmentation and Personalization

Email segmentation blog post

Emails are not one size fits all.

Emails that are personalized through segmentation get consistently higher open rates because they are more targeted and, thus, more relevant.

Think of Netflix, Spotify, and other companies that personalize recommendations based on your interaction with the app or website.

So how can you use email segmentation and personalization to build a better email experience for your subscribers?

What is Email Segmentation?

Email segmentation is the process of dividing your email list into smaller, more targeted groups based on specific characteristics or behaviors.

For example, you could divide your list based on demographics, geographic location, purchase history, and more. 

The benefits of email segmentation include: 

  • Higher email open rates: When subscribers receive emails that are relevant to their interests, they’re more likely to open and engage with them.
  • Increased click-through rates: Emails tailored to your subscribers’ needs are more likely to have higher clicked-through rates.
  • Improved conversions: When your audience receives emails that address their specific needs or pain points, they’re more likely to take action.
  • Fewer unsubscribes: When subscribers receive emails that are relevant to their interests, they’re less likely to unsubscribe from your list.

What is Email Personalization?

Email personalization is the process of customizing your email content based on specific data about your subscribers. 

This could include their name, location, past purchase history, website activity, and more. 

The benefits of email personalization include:

  • Building trust: By addressing subscribers by name and tailoring your content to their interests, emails feel more personable and less like generic marketing.
  • Higher engagement: Emails that are tailored to your subscribers’ interests are more likely to be read, clicked through, and engaged with.
  • Improved conversions: Creating messages that speak directly to the needs of your subscribers leads to higher conversion rates and more sales for your business.
  • Increased customer loyalty: By sending relevant and valuable emails, you can increase customer loyalty and retain more customers for the long term.

Use Email Segmentation and Personalization Together

Email segmentation and personalization go hand in hand. 

By segmenting your email list, you can create targeted campaigns that speak directly to the needs and interests of each group of subscribers. 

And by personalizing your emails, you can create a more engaging and relevant experience that builds trust and loyalty with your audience.

Use the data in your ESP (email service provider) to get started with email segmentation and personalization.

You can gather more segmentation data by:

  • Creating surveys on your website or via email
  • Adding a quiz funnel on your website

Having data is great – just remember to always be testing, iterating, and refining.

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