The Art of Segmentation in Email Marketing

[armdrejoan]

Remember that every target is different, so it is important to conduct tests to understand which stimuli generate the best responses.


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The competitive level to attract the attention of your recipient is very high. Creating valuable Emails allows you to improve the appreciation of the communication and therefore its deliverability. Is it enough to create interesting content? No, this is only part of the job.

Segmentation is a seemingly simple, yet extremely powerful mechanism that allows you to target interesting content to interested readers.

Thinking in groups is a state of mind
Segmentation involves dividing the list into different groups: regardless of the technical aspects (mostly entrusted to sending platforms that automatically perform this task), it is above all a mental model.

Groups (also called Segments) are groups of people with similar demographic and behavioral characteristics. Combining these users allows you to send them communications based on their interests in a very precise way. You can therefore enjoy a personalized dialogue, without the fear of boring and alienating users who are not involved in the topic.