Tuesday, 25 October 2016 00:00

Including segmentation in your email marketing campaigns to boost open rates

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Segmentation is a great way to maximise your open rates and eventually the profit margin.

The BrotherMailer segmentation tool is very simple to use, but are you getting the most out of it?  A recent survey by eMarketer shows that 40% of marketers who segmented their databases saw improved open rates, and 24% also saw better deliverability.

Despite obvious differences between your customer base, from frequent buyers to first time buyers, they are all looking for the same thing, Value.

The more value your campaigns give to your email list, the more activity you can expect, and more success with your emails.

Email marketing messages with the best added value are those which solves immediate problems, those with urgency.  For example, most of us receive reminders to renew car insurance, and dont pay a huge amount of attention, but if you had recently had a car accident, and did not receive good service from your current provider, an email from their competition at that exact moment, may easily sway your decision.

So lets look at the different ways that we can segment our reader list in order to try and reach the people who need us the most.

Demographics and goals;

Splitting your lists by age and gender will allow you to tailor your messages to meet specific requirements of those groups.  For example, someone older is more likely to need more than one vehicle on their insurance policy to cover family members.

Splitting by goal via past activity can also tailor messages.  So someone who has previously had fully comprehensive insurance is likely to require the same at the point of renewal.

Once you have decided on which segments are the most relevant to your brand, then it is time to start building the information on your consumers.  Probably the most efficient, and certainly the fastest way to do this is by survey.


Surveys are a very important tool in email marketing, not only do they allow you to gain as much data as possible about your potential customers, but also, with the right questions, to discover their goal.

Unfortunately, most consumers will not take the time to fill out a survey purely for your benefit.  So we must either include the survey as part of the sales funnel itself, or offer some kind of incentive for completion, such as a discount on their next policy.

Once you have the relevant information necessary for your particular brand, it is time to start tailoring emails to each segment.

Tailored emails;

Once the segments are built, there are various ways to use the information gained.  Quite obviously we want each group to receive a slightly different email.  To make a very simple example, the men receive and blue email and the females a pink one.  Those over 35 have a multiple car policy ad at the top, and those under 35 have a young persons discount at the top.  Those who have previously purchased fully comp will have a discount if they purchase this again, and those who opt for third party will have information about that.  

We can use dynamic content within the BrotherMailer platform to ensure that each segment receives the correct panels within their email.  This will mean that each person within your contact list will receive an email tailored to their demographics and also to their needs, with a small effort on your behalf.

Implementing these strategies into your email marketing campaigns will definitely increase your open rates, and leads and conversions.  The relevance of the campaigns will also mean that the prospective clients are much more likely to become long-term customers.