Why You Should Segment Your Direct Mail and Emails

Why You Should Segment Your Direct Mail and Emails

Emails and direct mail are both crucial components of a solid marketing strategy. Odds are, if you have a solid mailing and email list, you have a diverse array of different customers that buy from you for different reasons. Perhaps one of the most important things you can do if you want to keep those customers is to send them highly specific and personalized messages via segmented mailing and emails. This process of breaking down customer mailing lists and email marketing lists into smaller segments and delivering a more personalized message to the specific groups is known as segmentation.


As a business owner or marketing professional, you have several ways you can segment your direct mail and email lists based on the customer type, interests, location, or by engagement. While you may not have all these options based on the information you are able to obtain, this is an interesting opportunity to experiment to see what works best for your business.

Email and Direct Mail Segmentation

Email segmentation has been shown to drastically increase important KPIs, such as open rate and click-through rate. Segmentation also lends itself to a higher response rate to direct mail as well. No matter which metric you review, what type of segmentation you have, or which form of customer marketing you depend on the most, segmenting your marketing lists is something you should include in your marketing strategy.

If You Don’t Track It You Can’t Measure It

This is some amazing advice for when you are collecting your customer data. The more information you can obtain from your client base, the more personalized you will be able to be with your direct messages, the more successful they will be. Companies gather meaningful data about customers in several ways and odds are, your company has its own unique way of going about it. If you aren’t collecting demographics, referral sources, customer service records, and contact information into a customer database, you should ensure this is a top priority if you want to grow your business.

Segmentations for Email and Direct Mail

When reviewing your direct mailing lists, you should take the time to segment your customers by geography, interests, purchase history, last interaction, special events, or other demographics such as age, gender, or occupation. Once you have specific segments of customers broken down, you can connect with them on a more personal level by crafting specific offers or promotions that correlate with their interests.

Conclusion

One key to creating a segmented direct mail audience or segmented email marketing campaign is to not become bogged down in details and keep everything simple. If it’s your first time segmenting your customer lists, do not try to combine segmentation. Additionally, keep in mind you are trying to connect with each group you are addressing, so sure you have this in mind when creating your marketing messages.

As an additional piece of advice: Working with a professional printing company can also help expand your direct mail capabilities. Acme Printing offers the full advantages of digital printing, including lower costs for short print runs variable data abilities. Contact us to find out more about increasing your ability to reach an audience and deliver content with specific messaging. Reach us online HERE or at (855) 581-8528.

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