Segmentation is the umbrella term given to subdividing a larger email list into sub-lists based on shared characteristics or qualities.
The purpose of segmentation is to personalize and customize the messages to make it more relevent to specific groups of people.
A study by Mailchimp suggests that segmented campaigns perform significantly better than the non-segmented ones.
Overall, segmenting may also have a positive impact on the email reputation which may improve deliverability.
There are a variety of ways an email list could be segmented, e.g. geographic location, age, gender, expressed interests and purchase history etc. [click to continue...]Read More
Email Send Time Optimization
If you have ever wondered, “When is the best time to send my email campaigns?” – well, here may be an answer for you.
Send time optimization is a feature offered by some Email Service Providers (ESPs). It allows you to set a duration window (e.g. send emails for Campaign A between 7am and 7pm) within which to send your campaign emails. This send window could be a few hours long or a few days long.
The technology will automatically calculate the best time to send the email for each individual subscriber (based on their previous open history) and send the email at that time.
Tests suggest that optimizing send times for individual subscribers tends to significantly improve open and click rates. [click to continue...]Read More
Email Marketing Feature: Drag and Drop Email Designer
Drag & Drop Email Designer offers the capability of using a WYSIWYG (What you see is what you get) interface as well as drag and drop functionality for easily designing email campaigns.
It utilizes the functionality of “content blocks” which includes text, images, buttons and other design elements that anyone can easily organize to create the desired design and layout.
The content blocks can be easily rearranged using “drag & drop” to modify the layout of the email design.
Responsive design (automatic layout and design changes for mobile and tablet devices) is usually built in within such designers.
It is important to note that drag & drop design functionality is NOT offered by all Email Service Providers (ESPs).
In such cases, either you create text-only emails or you are responsible for getting your email template coded yourself. There are 3rd party drag and drop email designers also available on the market.
This requires additional design testing and quality assurance to make sure that the emails looks and function as they are supposed to on different devices and email platforms (e.g. Gmail, Hotmail, Outlook, Apple Mail etc.). Litmus and Email on Acid are such testing services that enable this.Read More
Subscriber Segmentation refers to the idea that personalized and targeted email messaging results in better user experience and higher levels of engagement from the subscriber. It may also translate into higher sales/profits for the business.
For example, if a subscriber has indicated an interest in hand-bags, then sending repeated messages promoting shoes may neither provide a desirable experience for the user nor likely be profitable for the business.
The subscriber list can be segmented in a variety of ways, for example – based on user activity such as interaction with an email (opens, clicks), user activity on the website (pages visited, products purchased), subscriber location, expressed interest in particular products/services and so on.Read More