The Email Landscape: A Challenge and an Opportunity
The email landscape is more crowded than ever, with projections suggesting that by 2025, 376.4 billion emails will be sent and received daily. This surge in email traffic makes it challenging for businesses to deliver their emails in the inbox rather than the spam folder. However, email remains a potent tool for businesses, offering, according to some sources, an impressive ROI of $36 for every $1 spent.
The Importance of Email Engagement
To navigate this crowded landscape, businesses need to focus on email engagement. ISPs (Internet Service Provider- Or in some cases, Inbox Service Provider) use engagement metrics to decide where your email should go: the inbox or the spam folder. High engagement rates, such as emails being opened and clicked, improve your sender reputation. Conversely, low engagement rates can land your emails in the spam folder.
The Magic of Email Segmentation
One proven strategy to boost engagement is email segmentation. By dividing your email list into smaller groups based on criteria like interests, behaviors, or demographics, you can tailor your content to meet the specific needs of each segment. This personalization can according to various researchers, skyrocket your email open rates by up to 203%.
Two Key Segmentation Strategies
This strategy involves identifying and removing non-engagers from your email list. By doing so, you protect your sender reputation and improve deliverability. A re-engagement campaign can serve as a last-ditch effort to win back these non-engagers before they are removed.
This strategy focuses on your most engaged subscribers. Actively set marketing goals to increase your brand awareness, Segment by demographics, interest, or past purchases, and always send relevant content. This not only improves your engagement metrics but will keep your brand on top of your subscriber’s mind, especially during key events like Black Friday.
The Bottom Line
In a world where email remains a cornerstone for business communication, doing what you can so your emails reach the inbox is crucial. By leveraging advanced segmentation strategies, you can optimize your email engagement, improve deliverability, and ultimately, maximize your ROI.
So, don’t just send emails—send them smartly. With the right segmentation strategies, you can turn the challenges of the modern email landscape into opportunities for growth and engagement.