SmartSites Featured In Klaviyo’s Article On Personalizing Marketing Messages Through Email Segmentation

How to use email segmentation to personalize your marketing messages and improve email marketing ROI was published on Klaviyo in August 2022. SmarSites’ Director of Email Marketing, Ashley Ismailovski, was quoted on her thoughts regarding the value of personalized marketing and the role it plays today. Based in New Jersey, SmartSites is an award-winning digital marketing agency.

Why A Batch-and-Blast Approach to Email Marketing No Longer Works

Did you know that up to 45% of customers see communications from a brand as spam? This is just one reason why batch-and-blast email marketing no longer works in the 21^st century. Customers do not want to receive content unless it’s directly relevant to them, and you even run the risk of customers providing you with a fake email address to avoid receiving marketing communications! Besides that, 24% of consumers admitted that they will unsubscribe from a list if the content they receive is irrelevant.

In contrast, when brands implement email segmentation into their marketing strategy, open rates can go up to 95%! This should be enough to convince businesses of the importance of personalizing emails through segmentation.

Understanding Email Segmentation

With email segmentation, customers are divided into smaller groups based on a set of criteria they fall under. This personalization technique ensures that customers can receive content that is most relevant to their needs and interests, eschewing a “one size fits most” marketing strategy. Whether you are dealing with B2B or B2C clients, segmentation ensures that your customers are getting value out of their subscription to your email list.

Email segmentation can be implemented based on different factors. For instance, if you run a business that has a few different branches, your email lists should be segmented by geographical location. You can also segment your list based on customer behavior – this includes the specific pages they have visited on your site, whether they have made their first purchase, or if they have an abandoned cart. With personalized emails delivering six times the transaction rates, it’s not something that your business can afford to overlook.

Is Email Segmentation Always the Best Approach?

Are there scenarios where a batch-and-blast email marketing approach still works? In today’s digital world, it’s hard to imagine such a scenario. There is simply no value in sending the same content to every customer on your list, and this may even serve to alienate them from your brand.

Klaviyo’s article covers some best practices for personalizing marketing messages through email segmentation. According to Ashley, personalized messages are everything when it comes to capturing a customer’s attention and keeping it:

Want to know more? Read How to use email segmentation to personalize your marketing messages and improve email marketing ROI today.