A few posts ago, we touched the topic of B2B lead nurturing and the importance of matching content with audience. In email marketing, communicating with the “right” audience means slicing your B2B email lists into particular segments that receive emails of specific content. While you may be quite familiar with traditional segmentation methods for email lists, you really have to go beyond the basics and adopt more advanced techniques to come up with the best content-audience match possible.
This post discusses six segmentation options you can use to enhance your email marketing campaign’s precision and overall effectiveness. But, if you’re not yet convinced about the real benefits from segmenting email lists, take a look at the following real-world proof.
Surveys independently conducted by email marketing think-tanks show marked improvement in key metrics due to list segmentation of email lists. Open rates improved by as much as 18%; click rates increased by around 21%; and bounce rates dropped by 1.4%. Of the companies that practice email list segmentation, 39% saw better open rates, 28% observed lesser unsubscribe rates, and 24% noticed improved deliverability.
With these figures, it’s no surprise why 84% of B2B marketers use segmented lists in their campaigns, and you should too. Here are six smart ways to segment your B2B email lists: