Segmentation & Personalisation – the Importance of an EDM Tool

Marketing trends and media expand over time. While some trends come and go immediately, one of the platforms that have withstood time is email. In fact, email outreach continues to be the leading means for content marketing with both B2C and B2B owners. 87% of B2B owners and 77% of B2C owners adopt email marketing to reach their audience.


Why Email Marketing?

Regular emails can even help you strengthen your other marketing platforms such as social media. With that said, businesses still deal with many challenges in their email marketing exercises. One of these major challenges is the amount of time it takes to develop a great looking email from scratch. Without adequate tools, marketers may end up preoccupying a lot of time creating and delivering emails that just aren’t engaging for their audience. This curbs productivity while pulling down your email marketing ROI.

A lot of businesses settle for this situation because they are not ready to spend on a tool to streamline the process. However, email marketing tools don’t necessarily have to be overpriced. You can find enough free email marketing tools to benefit your business that can save you time and money.

Segmentation and Personalisation


Segmentation is the process of placing email subscribers into smaller categories based on set norms. Mostly, segmentation is used as a personalisation tactic to send more compatible email marketing content to subscribers based on their location, interests, shopping history, and much more. Segments are devised so that the marketer can cater to individual audience needs using a variety of messages, rather than constructing one message to appeal to everyone.

Personalisation, based on email marketing, is the act of targeting an email campaign to an individual subscriber by leveraging the data you have about them. It could be information like their first name, the last brand they bought, where they reside, how many times they log into your application, etc.

Why you should use EDM tools to personalise and segment the emails, let’s check out the importance:

Increased Profit Through Advanced Segmentation

Segmenting email contacts into particular groups can deliver your bottom-line support. Marketers have noticed a 760% hike in revenue from segmented campaigns, corresponding to Campaign Monitor research.


Why does segmentation influence revenue? Segmenting contacts by location, age, gender, job position, or purchase history, gives you the chance to send emails that are well in-tune with what subscribers are curious about. As a result, subscribers are more relevant to open your mail, go through, and convert. For extended success, divide your segments. Start separating your segmented lists into even small groups.

Better Engagement Through Self-Segmentation

Purchasers are accepting the idea of self-segmentation too. Instead of segmenting email contacts yourself, why not let subscribers work it out for you?

Marketers are applying email priority centres to give subscribers the capability to choose their interests. It gives subscribers the authority to self-select the book genres they’re most attentive to. In return, subscribers get emails that cater to book suggestions they’re enthusiastic about.


Marketers are also creating opportunities for website visitors to join particular newsletters. BuzzFeed allows users to sign up for newsletters that are based on the content they follow.

This sort of self-segmentation clears away any doubt about classifying a subscriber. As a result, engagement improves because subscribers look at the content they prefer in their inbox.

Reduced Workload Via Automation and Integrations

The demand to create more personalised content seems like more work for marketers, right? It doesn’t have to be if you are handling an email automation tool that has useful integrations features.

Automation is a necessity for marketers expecting to save time. By adopting automation, you can deliver emails automatically. You can fix triggers so emails that you draft are sent to clients when they meet a specific condition.


For example, when a subscriber follows your newsletter, that activity can set off a welcome email. When subscribers shop for a product, an affirmation email is triggered. You can even generate emails based on distinct dates or occasions. For example, schedule a Valentine’s Day email to show up in inboxes a few days before the holiday.

Also, marketers should make use of integrations. Integrations let you sync channels for ease of handling. These streamlined processes have become essential to marketers as they are asked to personalise more and more campaigns.

Personalising and segmenting your email campaigns is an authentic way to deliver targeted and proper content to your clients and prospects, including value to their experience along the way. In return, you can make increased ROI and profit for your flourishing business.

Most of the EDM tools come with potent features even without the requirement to upgrade to a paid plan. Small business marketers should make use of them while conserving time and money. Even if you prefer to upgrade your plan to fit your business needs, you’ll notice that many of the paid plans are cheap and flexible enough to match your budget.

For more email marketing automation techniques and tips, connect with our team today.

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