Why Dynamic Segmentation Is The Best Kept Secret in Email Marketing
Segmentation is one of the top email marketing strategies, but any seasoned marketer will tell you that you need something more -dynamic segmentation. The interests, income, and priorities of your customers keep changing from time to time. As a result, the subscriber list needs to be reshuffled for suiting the buyer persona at the current moment. Use segmentation for personalizing the messages, and hence you need to update your database regarding your subscribers’ preferences continuously. Segmentation is also the top email marketing strategy (See Report). In this article, I will explain dynamic segmentation, a tactic used by pro email developers. Dive in deeper to know more about it and see how you can use it for your email marketing campaigns in the future.
What Is Static And Dynamic List Segmentation
Marketers collect the email addresses of clients and prospects, along with other data fields regarding their preferences. As discussed above, both the market and products keep evolving. Any mailing list is divided into two types as penned below:
Static Email List
Once a contact is entered into the database in a static email list, no changes are made in any fields regarding their updated preferences. Generally, static email lists are created by one time lead generation activities in the form of mass uploads through CSV files.
Dynamic Email List
Dynamic email list segments the existing database using the demographics and updates in other behavioral as well as market-related changes. It uses automation workflows to make the necessary changes and is also known as email marketing 2.0 due to the advanced refining and entailing benefits.
You can consider a dynamic email list as a live database, and it decimates the need to create new email lists over and over again. This means that your marketing department will have better insights regarding your subscribers’ position in your sales funnel. Especially B2C markers find this as one of the greatest tools for sending hyper-personalized emails.
Problems Of Static Mailing Lists Solved By Dynamic Segmentation
In this section, I am going to talk about how a static mailing list is effectively managed through dynamic segmentation. Watch out for these benefits of dynamic segmentation in email marketing that act in synergy:
Increased Clarity On What Is Currently Relevant To Your Subscribers
It allows you to understand what your subscribers find relevant at the time of developing the customized email templates and copies. This improves the customer journey and overall reader experience as the messages are tailored to their expectations.
Airbnb customizes the messages as per the user’s device location for delivering a perfect user experience:
Improving Customer Engagement
The thumb rule of driving customer engagement is to resonate with customer intent. Dynamic segmentation opens doors to new avenues of penetrating into your target customer base’s wants, likes, and wishes. You can expect a fairly streamlined customer engagement rate by catering to relevant content for the buyer intent.
Maintaining Brand Consistency In Bulk Emailing
Ask any professional HTML email developer; they will tell you that growing email lists often compromise brand consistency due to segmentation and personalization efforts. When shelling out a lot of messages, the risk of diluting brand consistency remains constant. The updated preference data allows you to focus only on smaller portions requiring customization while maintaining the major chunks.
Better Resource Utilization
Consider that you have a staff of four members, and you are looking to send ten emails a month for ten segmented lists, you’ll have to create a hundred different emails. This would become extremely difficult for a four-member team, and even if you hire three more members, the lack of insights will downplay your efforts. With the help of dynamic segmentation, you can utilize your staff and MarTech tools in a much more efficient manner.
Increased Conversion Rate And ROI
As a natural consequence of sending targeted messages to the subscribers at the right time, you will be able to get better CRO and ROI. You can run campaigns for achieving optimum average order value with respect to lifetime value considerations.
The Impact Of Dynamic Segmentation On Strategy
When deciding the email marketing strategy, marketers often lay out the end results and cascading goals to achieve them. Having accurate inputs regarding what will work in your favor goes miles in devising an effective email marketing strategy. It also allows you to prevent leaks in your sales funnel. As automation workflows continuously update your database, your email marketing strategy’s required changes are reflected on a real-time basis. The segmented lists are managed automatically, and you can focus on developing emails that fit your audiences aptly. Considering that segmentation generates a staggering 58% of the total revenue, missing on it is a complete no for any brand.
Over To You
Leading ESPs allows you to set up dynamic email lists. If you are a Mailchimp user, you can use the custom properties to reflect changes in the Mailchimp email templates to stay relevant. Devising tailored strategies for different subscribers in your sales funnel would be beneficial only if you have insights about the right people. Dynamic segmentation is truly a fail-proof email marketing tactic, and I hope you find this article insightful.
Kevin George is Head of Marketing at Email Uplers – full-service email marketing agency that specializes in crafting professional email templates for businesses and agencies. He loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.