More than 205 billion emails are sent daily, and this number is expected to reach 246 billion by 2019, whilst email marketing strategies have changed over the years, it can’t be argued that it is still one of the most integral parts of any marketing strategy for a business. Everyone uses their email every day and this isn’t about to change anytime soon. For many businesses undertaking an e-marketing campaign is one of the most effective parts of their strategy,

For many businesses, when they undertake an e-marketing campaign, it can be easy to go in blind and not be aware of the benefits that segmenting the data can bring. E-marketing presents a whole host of benefits to your business, not only does it offer a fantastic ROI for the business but it can enhance communication and help you to form better relationships with your customer base.

Why Should You Segment Your Data?

Research shows that segmenting your data has the potential to increase the success of your e-marketing campaign. 39% of e-marketers that practice email segmentation see better open rates, and since half the battle when it comes to e-marketing is getting your audience to open your email, you can see how much this can help the overall success of your campaign!

Segmenting your data is one of the smartest things you can do; have you ever considered how detrimental it could be to send out an email that might be targeted towards new business, but you have previous clients on the list too?

Marketing segmentation

How To Segment Data

Not sure how you should be segmenting your data? We’re here to help – firstly, you should look to identify and understand the industry that you are working in. This will help you to work out who your e-marketing is targeted at. By breaking down your data into certain segmented lists, it allows you to tailor content accordingly, enabling you to enhance the opportunities available to you through e-marketing. Below are just a few of the ways you can segment your data:


Is your business based in the UK but reaches globally? It’s important to consider how geo-targeting your data could impact on the effectiveness of your campaign. The location of  your customers will mean that the content that is housed in your marketing campaign will be relevant to segmented groups around the world.


Understanding the behaviour of your audience is one of the most useful ways you can utilise segmentation, this will include their website browsing, purchases, opens, clicks etc. and using your email data in this way, you can specifically target those who might have opened and clicked through on previous campaigns but might not have completed a purchase. It is small things such as this that can hone your data, allowing you to produce much more tailored content to target these and successfully convert your audience.

When it comes to segmenting your data it’s important to not be overly complicated, you don’t want to find yourself in a position where you are sending out emails to 50 people because they are all that is left on your list. Be smart when segmenting!


Article supplied by MIB Business Data
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