Email Marketing – Driving Better Results With Customer Segmentation

email marketing segmentation

One business tool that pretty much everybody uses today is Email Marketing. It’s convenient, cost-effective and easy to use and as a result, it remains one of the main sources of contact for internet users worldwide.

The Biggest Customer Acquisition Mistake
Powerful Email Marketing Software tools, like Constant Contact, allow businesses to inexpensively send very professional communication to their clients. It also provides valuable reports on how those emails are received.

For businesses, a carefully planned email marketing campaign can still deliver amazing results and it therefore cannot be underestimated. However, an effective email campaign isn’t simply about blasting out a quick email to your contact list. It’s much more than this. Let me explain…


Customer segmentation

It has been proved time and time again that customers are becoming far more savvy in the way that they shop, and studies have shown that for many shoppers they need to make a connection with the product or business before they will part with their hard-earned cash. In other words, when businesses think about email marketing, the products or services that they offer should pertain directly to the specific customer they are targeting. This is where customer segmentation comes into play.

One of the biggest mistakes that companies make is to send out the same blanket email message to every user on their database. Companies that send out offers that may not be relevant to a customer are more than likely in danger of losing them. Therefore, it really pays for any business when considering email marketing to look at specific demographics such as age, location, gender, purchasing behaviour etc, segment them and then send out targeted messages tailoring offers to that specific demographic.


All Buyers are not created equally

In any business, it is fair to say that all customers are different. Let’s take a plumbing business as an example… Their customer base may consist of a landlord who owns a few properties or a large apartment complex, or a single homeowner. Clearly, these are two very different types of potential customers and as a result, have different plumbing needs. Therefore, it stands to reason that they should be marketed in a different way.


Different points in the selling chain

In addition to the variety of customers, each one may also be at different points along the selling chain and this also affects the way that you should market. Let’s take the plumbing business analogy to prove a point….

Say for argument’s sake you had Richard, who opted into an email marketing list because he had read a blog on the plumbing company’s website about best plumbing practices. He’s just bought a new house and is looking for preventative measures that he can take to protect his house from leaks. He isn’t in the market for a plumber, but has the details in mind should the need arise.

Now let’s take Dan…. He has already purchased three different plumbing products from the company website but they still haven’t unblocked the stubborn drain. His wife has told him in no uncertain terms that if he doesn’t get the problem sorted by the time she comes home from work, then he’s going to be in a whole world of trouble. It stands to reason that Dan is that much further along the selling chain than Richard. As a result, delivering an email marketing message that fits these specific needs is key.


Improving reputation

In addition to Dan snapping the plumbing company’s hand-off to fix his problem, delivering an email message that addresses the problems of the client directly is going to improve the online reputation of any business…whatever it may be. From now on, every time Dan receives an email marketing message from that specific company, he knows it’s going to be something of real value that pertains to him.

Getting to grips with customer segmentation in email marketing can be quite complex, so if you are still unsure about how to utilise it to your advantage when it comes to your email marketing campaign then you should contact us today to discuss how we can help.

If you’re not already using an email marketing tool, why not try Constant Contact – click here for a free trial.

Take your Digital Marketing to the Next Level with ePresence

If you are looking to expand your business, reach more customers and improve the impact of your marketing, ePresence can help. We will work with you to understand your business needs, challenges and goals. Our Digital Marketing Agency in Cork and Kerry is an experienced and results-driven organisation serving companies and national brands throughout Munster and all of Ireland. We will help lighten your load and provide access to our quality digital marketing team. Get in touch with us today on +353 (0)21 2362901 or email us on

About Author

Gillian Brennan

Gillian Brennan

Gillian Brennan is a Certified Internet Marketing Specialist and has been very successful in creating and maintaining strong relationships with her clients. With a Computing background from Cork Institute of Technology, Gillian has over 20 years experience in the IT sector. Working in both Technology and Customer Service capacities, Gillian’s roles included IT Support, Network and Systems Engineering, Computer Retail Management and Training in companies such as Summit Tecnology Inc, BG Turnkey Ltd and Compu B Ltd. Gillian’s technical ability in the IT area, along with a long history of customer service allow her to understand her clients’ needs and offer both practical and effective online solutions to fit their budget.

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