Be careful of leading customers down the hypersegmentation rabbit hole. Some marketers argue that segmenting is not worth the time and effort as it can lead you to a small minority of people, or take your customer down the wrong path. Try offering broad segments and specialized links so customers can choose their journey. When customers are bombarded with emails, surveys, and asks, you may steer them to unsubscribe. The ‘less is more’ rule works with segmentation too. Ask yourself, what kind of experience do you want for your customer?
Studies show that personalizing your messages with your customer’s first name greatly improves your CTOR and is considered a win-win relationship. Read up on other ways to personalize your emails here. Be mindful as what consumers say and what consumers do - don’t always line up. We advise staying broad and educational with your content.
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Sources: Constant Contact
, Rogers (Host), 5/25/2023, Creating Awesome Email in 2023
[#328], Target Internet.