Bite sized Marketing

What Is an Email Segmentation and Why Is It Needed

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Email segmentation is a marketing strategy where you split and group your subscribers into different segments. The grouping is based on criteria like age, gender, or interests. The goal is to send emails that are relevant to people in the group. 

This approach is backed by solid data: according to CampaignMonitor, segmented campaigns drive a 760% increase in revenue.   

Email is thriving, and it is doing better than social media, display ads, and SEO lead generation channels. If offers an average ROI of $36 for every dollar spent – no other channel can catch up to it yet. 

Email marketing revenue worldwide hit 8.49 billion U.S. dollars in 2021, and by 2027, this number is expected to reach 17.9 billion U.S. dollars worldwide.

The segmentation can be based on criteria like:

  • Location.
  • Age.
  • Gender.
  • Relationships or marital status.
  • Marketing funnel stage. 
  • Interests. 
  • Customers’ skill level.
  • Grouping that aims to cross-sell or upsell.
  • Engagement level with the brand.
  • Lifestyle.

Criteria choice should depend on the type of business, its goals for email marketing, and what actually makes sense for that specific company. 

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Email segmentation done right can drive up the revenue and ROI, and suits many types of businesses, from local brick & mortar stores to vast international enterprises like Amazon.

* According to VentureBeat, email is the channel generating the highest ROI for marketers. Image from Campaign Monitor

By Natalie Voloshchuk

Natalie Voloshchuk is a content writer and blog writer that specializes in SEO and on-page optimization. Her specialty is marketing and sustainability niches, with years of actual hands-on experience in the roles like digital marketer generalist, webmaster and Facebook advertiser.

Outside and in the course of work, Natalie remains an animal lover and a human-nature coexistence enthusiast.

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