I’m asked a lot about best practices in marketing these days. With so many changes happening daily, I get it, it’s hard to keep up. I always tell people that the fundamentals of marketing remain: Marketing is about communicating your targeted message in ways that best connect with your audience to motivate action. Studies have shown that 77% of consumers say they prefer to receive marketing communications through email. Email marketing works. Email segmentation works even better. In this presentation, I tell why you need email segmentation, 4 strategies to optimize your campaigns, and how your business can act on the 4 strategies now. Read more: blog.wishpond.com

1. 4 Strategies:
Optimize Your
Email
Segmentation
Campaigns

3. Email Segmentation
Do you like personalized communication?
So do your customers
Segmenting your emails can improve your
clickthroughs by 50%

4. Email Segmentation
Why?
Your customers aren’t all the same...
They aren’t necessarily:
● in the same geographic location
● the same gender
● the same age
● interested in the same thing
So, don’t treat them the same...

5. 1
Geographic Location

6. Geographic Location
Examples of when to segment by geo-location:
1
Your business is hosting events being held in particular geolocations and bricks and mortar stores.
2
You are inviting consumers to join you at a live webinar adjust the times on your email invite, and mention their
location.
3
Your business has a particular connection to certain towns or
areas (such as a restaurant, local store, etc).

7. Geographic Location
What about you?
What geo-location email
segmentations suit your business?

8. 2
Gender

9. Gender
Examples of when to segment by gender:
1
You sell hair products through your online store, including
men’s shaving tools and women’s hair care products - send
segmented emails showcasing the gender specific products.
2
You’re marketing a male-oriented product as both a gift, and a
direct purchase.
3
You have a new product that is gender neutral, but want to
connect with men and women differently (with diverse images,
words, colors).

10. Gender
What about you?
What gender-specific email
segmentations suit your business?

11. 3
Age

12. Age
Examples of when to segment by age:
1
Your business sells pre-natal equipment, and you want to run
a marketing campaign to target gift-giving from expectant
grandparents.
2
You have a car dealership, and are having a sale on entrylevel vehicles - segment your emails to the under-30
demographic.
3
You sell wine online. Segment your emails to showcase your
more prestigious wines to an older demographic, and your less
expensive wines to a younger group.

13. Age
What about you?
What age range email segmentations
suit your business?

14. 4
Interests

15. Interests
Examples of when to segment by interests:
1
Your business includes online movie rentals. Segment your
emails to target Facebook Fans who like movies ( - get more
personalized with movie genres).
2
You need warm leads to reach to your monthly sales target.
Segment your list based on how far prospects reached on your
sales funnel. Send emails to highly interested people.
3
You’re hosting a webinar about content marketing. Segment
your emails to personalize messages with prior ebook title
downloads.

16. Interests
What about you?
What interest email segmentations
suit your business?

17. Test it

18. Test it
A/B test your email marketing campaigns
Test your segmentation results for:
● delivery rate
● view rate
● open rate
● click-through rate
● sales conversion

19. Test it
●
●
●
●
●
●
Refine your message
Test
Refine your segmentation tactics
Test
Send
Optimize profits

20. More Resources...
Best practices and tips for your email marketing campaigns:
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25 Tips: Email Lead Generation from Social Media
8 Steps to Write Email Copy that Converts
10 Sure-Fire Subject Line Formulas for Your Email
Marketing Campaigns
15 Email Automation Stats that Might Surprise You

21. Thank you for viewing!
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