Author name: lhansen@ascent360.com

Sending highly personalized, value-packed emails to your customer base using data-driven marketing is one of the best ways to reach them at the right time, increase engagement, and create customers for life. However, it won’t matter how well-crafted your emails are if they aren’t landing in your customers’ inboxes. That’s why looking under the surface and understanding the process of email deliverability is so important.

Email marketing has changed significantly since its beginning, but it is still one of the best ways to communicate with your customers. In fact, 78% of marketers have seen an increase in email engagement over the last 12 months.

In today’s ever-changing era of marketing, you’ll sometimes hear people claim that email marketing is a dying form of communication and although it has certainly evolved over the last few years, it is far from ‘dead’. On one hand, we’re seeing the “death of the newsletter”, where companies would send general, broad-based email blasts to their entire database, but we are also seeing email marketing take on a whole new level of impact, when done correctly.

Marketing campaigns in today’s retail world are requiring an ever-increasing amount of personalization that is tailor made to meet specific consumer needs. No longer can retailers rely on generic, one-size-fits all marketing messages that they blast to their entire customer and prospect base.

For anyone who is either dipping their toes into the world of segmenting data or has considered doing so to level up their customer communications, the following breakdown of segmentation and its benefits is a great place to start. Segmentation is a journey and is meant to be the building blocks on which you structure your marketing strategy. The better you understand your customer data and how you can use it to personalize your messaging, the greater results you’ll see in conversion, retention, and authentic customer relationships.