The difference between an open email and the spam folder is reaching the right people. How is your business faring when it comes to email personalization?
Email marketing, even after the rise of social media, is still one of the best ways to connect with your audience and let them know what your business is up to. Nevertheless, many people insist that email marketing is dead. Of course it is… if you wind up in the Spam folder every time.
So how can you make sure your subscribers are actually reading the content you worked so hard to put together? Personalization, personalization, personalization. Also known as list segmentation, this simply means that you won’t be sending the same content to every person on your list.
Segmentation can be done based on a plethora of criteria: when the subscriber signed in, how engaged are they with your brand, whether they are returning customers, if they are looking for something specific on your site, etc. Other common variables are gender, location, and age. Breaking up the list ensures everyone gets the content most likely to keep them engaged.
Of course, you probably don’t know everything about your subscribers. Nevertheless, it’s important to segment your list as well as you can. It will significantly increase the click rate and avoid the dreaded spam folder. If you want to know more, check out today’s infographic!727