Email marketing is as important as ever. Rather than reducing it’s relevance, advances in technology are forcing email marketers to evolve. The brands that move fastest to realize the opportunities that technologies provide will be able to improve the relevance of their communications and enhance the results of their marketing campaigns.
Segmentation is a fundamental way to improve the relevancy of email content. Businesses that segment their email lists report to have experienced increased open rates, greater email relevance and increased sales leads as shown in this post from Hubspot.
While the majority of marketers practice market segmentation, most do so on a static level (segmenting, for example, by demographics). Although technology now allows much more sophisticated segmentation based on dynamic criteria such as personal interests gleaned from past website behavior, few businesses are capable of its successful implementation.
Segmentation by past website behavior offers the opportunity to gain a very accurate view of each of your subscribers based on their current interests and needs. The collection of rich data on user interests can make it easy to build accurate and detailed customer personas that allow you to take your email marketing to the next level.
With this in mind, Kipcast has developed its enterprise strength Userspike platform. Userspike helps businesses effortlessly collect rich and actionable user data that provides the basis for segmentation and content personalization. Get in touch today to find out how we can increase the effectiveness of your email list segmentation..