Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level

Segmentation: Do What the Data Tells You

by Scott BurkeyeMarketing Advisor, Definition 6, Atlanta

Both my printer and reading glasses get a good workout these days. I look at my lists, and I analyze my lists. I look at zip codes. I look at the age of the recipients. I look at purchase history, and I look at what links the users click on. I compare scores of email campaign metrics. Then I do what the data tells me to do (if I’m smart).

I know what the recipients want to receive in their inbox even before I send it to them. I’m far from psychic. I just use the tools that are readily available for email marketers. I also love the results I get when I do this right. I’ve got to segment, or I do more harm than good by sending the wrong email to the wrong person at the wrong time.

Email marketing metrics are key to segmentation. Who’s clicking through? Who’s converting? Who’s a repeat buyer? These concepts will help you determine whom to send what emails to. These are very key metrics that you should be studying. Watch the opens and click-throughs and conversions on emails that are sent to these recipients. They will prove that the segmentation efforts are worth the work.

Use dynamic content in the subject lines. My eye automatically picks up on my city, my first name, or a brand I like. This is another good example of segmentation as it relates to dynamic content. Subject lines are king.

For hospitality clients, I do a lot of segmentation based on location. However, one of the tactics ...