The One Thing You Should Be Doing to Improve Your Email Marketing Campaign


    By the end of 2019, the number of email users is projected to grow to 2.9 billion people. In the United States alone, there will be 254.7 million email users by 2020. That’s a lot of potential customers for your emails to target.

    However, many businesses don’t segment their email lists and as a result, everyone on their lists get everything whether they like it or not. If you’re guilty of doing the same thing, it’s time to rethink your email marketing strategy. People simply don’t open emails they don’t want. Those just end up in the trash.

    What people want is a more personal approach. In fact, according to Experian Marketing Services, personalized emails delivered 6 times higher transaction rates (clicks, opens, etc.), but 70 percent of brands don’t use them.

    An easy way for you to stand out from the pack is to personalize your emails. Start by segmenting your lists to achieve higher open and click-through rates.

    Email segmentation is an email marketing trick where a business splits its email list based on different criteria. That criteria might include geographic location, age, education level, job function, industry type, persona and knowledge by the company which previous email campaigns a customer may have interacted with. How a company chooses to segment its list will vary based on the needs of that business.

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