Today, I want to share how segmentation and personalisation can elevate your email marketing. Let’s face it—receiving an email addressed to “Dear Customer” doesn’t exactly scream personal touch. If you want your emails to stand out in crowded inboxes, these two strategies are essential.
By the end of this guide, you’ll know how to deliver the right message to the right people at the right time—and make it feel authentic. Let’s get started!
Why Segmentation and Personalisation Matter
Email marketing is most effective when it feels like a one-on-one conversation. Segmentation and personalisation transform mass marketing into meaningful connections. Here are some stats that drive this home:
Segmented campaigns can achieve over 50% more clicks than non-segmented ones.
personalised subject lines are 26% more likely to be opened.
It’s simple: people engage with emails that feel relevant to their lives. Instead of shouting into a crowd, you’ll be speaking directly to your audience.
Step 1: Start With Segmentation
Segmentation involves dividing your email list into smaller groups based on criteria like demographics, interests, or behaviour. Here’s how it works:
Local Events and Geography: If you’re hosting a local event, send invites only to subscribers nearby. For instance, someone in the U.S. won’t care about a meet-up in the East Midlands.
Engagement Levels: Use automations to identify inactive subscribers—those who haven’t opened an email in a set period (e.g., four months). Send them a re-engagement email asking if they still want to hear from you. If not, it’s okay to remove them. This practice improves your open rates and email deliverability by ensuring only interested subscribers remain.
Pro Tip: Removing disengaged subscribers boosts your open and click-through rates, making your emails less likely to land in spam folders.
Step 2: Collect the Right Data
To personalised effectively, you need accurate data. Here’s how to gather it:
Start small when asking for information during sign-up. A name and email address are enough at first.
Over time, send follow-up emails encouraging subscribers to share more details (e.g., location, interests).
Use interactive polls or surveys within your emails to learn more about your audience’s preferences.
Behaviour Tracking:
Track actions like link clicks to create trigger-based segmentation. For example, if a subscriber clicks on a link about spreadsheets, tag them as “interested in spreadsheets” and send them related campaigns later.
Step 3: Personalise Your Emails
Once your list is segmented, it’s time to add personal touches:
Use Names: Replace “Dear Customer” with something like “Hi, Sara!” Personalizing the greeting immediately feels more engaging.
Tailored Recommendations: Use insights to send emails like, “Based on your interest in [topic], we think you’ll love this resource.” This shows subscribers you’re paying attention.
Subject Line personalisation: Add their name to the subject line (e.g., “Sara, are you ready to master your next campaign?”). personalised subject lines are proven to grab attention and boost open rates.
Step 4: Automate Smartly
Automation simplifies segmentation and personalisation while saving you time. Here’s how to put it to work:
Triggered Workflows: Set up workflows for actions like webinar sign-ups, abandoned carts, or lead magnet downloads. For example, if someone abandons their cart, follow up with a reminder email showcasing the items they left behind.
Special Occasions: Send birthday messages with personalised discounts or celebratory messages to make your subscribers feel valued.
Automation ensures your emails reach the right people at the right moment—without constant manual input.
Step 5: Test and Refine
What works for one audience segment might not work for another. Regularly test and analyse these elements:
Subject Lines: Which phrases drive the most opens?
Content: Are your readers clicking on your links?
Timing: Does your audience engage more in the morning or evening?
Refine your approach based on the data to improve your results continuously.
Recap: Building Better Connections Through Email Marketing
Let’s sum it up:
Segment your list based on interests, location, and behaviours.
Collect the right data to understand your audience.
personalised your emails to make them more engaging.
Automate workflows to save time while staying relevant.
Test and refine to keep improving your strategy.
When done well, segmentation and personalisation don’t just boost engagement—they strengthen your connection with your audience.
If you found this helpful, don’t forget to subscribe to my newsletter https://go.starchelle.com/mailinglist and follow me on YouTube (198) Jen Heppell Starchelle Communications - YouTube for more actionable advice.
Let’s create emails that captivate and convert!
Helpful Links and Resources
Take your email marketing to the next level with these resources:
Watch the video that inspired this blog: Email Segmentation & Personalisation: Boost Engagement & Conversions
Download my free guide: Marketing Made Simple
Need tech help? Join my FREE Monthly Tech Café Meetings: https://go.starchelle.com/tech-cafe-page
If you’d like to explore these ideas further or have questions about your next campaign, drop me a message.
Thanks for reading! 😊
