For ecommerce businesses, data is the king in the marketing castle. Allowing them to hit the customers they need to with extremely targeted messages to the relevant audience, it’s widely known that segmenting email lists helps businesses to get better open and click-through rates. By narrowing the focus and sending messages to targeted groups within certain lists, recipients will find campaigns more relevant to them. And it’s no secret that relevant campaigns get better results. Here are 4 reasons why segmenting email lists and mailing lists is important.

1. You can track responses more meaningfully

Segmenting lists allows you to more accurately track where sales are coming from. Sending marketing messages to entire email lists ("batch and blast" or "spray and pray") makes it much harder to determine where sales have come from, and as a result, track the return on investment. However segmenting email lists means you can send different messages to different segments and test the response - and the same applies to Direct Mail. This often simply means replicating an initial campaign and subtly changing images and copy (and in the case of Direct Mail it might mean sending some people in different segments the same brochure with a different front and back cover). Making it much easier to track which are working best, segmentation is great for judging ROI, and helping to inform activities going forward.

The American entertainment company owns, leases, has booking rights and equity interest in a large number of U.S. entertainment venues. Instead of just sending mass communication email campaign, they are using location information to provide a customized email experience. Live Nation sends email to their customers about events and venue in their hometowns. This allows them to track the success of their email campaigns, and provide their customers with a more personalised email experience.