As innovators in the electronic communications space, we are always looking for ways to help our clients more effectively communicate with their target audiences. One unique advantage of email is its ability to target messages directly to the recipient. Are you trying to reach professional women who travel frequently? Journalists who cover the food beat? Fathers in the Northeast? By segmenting your list, and creating messages specific to each segment, you can efficiently and effectively personalize your message.

Smart marketers are using segmentation in various ways to more effectively speak to their target audiences. For example, after launching an electronic campaign, marketers often receive tracking reports detailing who opened their email. One innovative way to use tracking information is to follow up within 48 hours and talk directly to this group. Thank them for their interest with a discount offer or give them information more specific to their region and/or interests.

Unlike television, where you hope that a percentage of viewers will have an interest in your product, email gives you the freedom to target more precisely, personalizing the message by region, demographics, interest level or even by using personal names. If you send the same message to everyone on your email list you may connect with a few people while others may have no interest.

Segmentation allows you to be more specific with people making your campaign more effective. Smart marketers who are taking the time to change creative—text, images and subject lines—have experienced increases in the effectiveness of their campaign. In fact, according to a recent Return Path survey, open rates have been increased up to 45% by using segmentation.

Email us if have questions about how you can use segmentation to increase pick-up. We always enjoy brainstorming about more effective ways to use the medium.

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