Segmentation and personalization fail

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“We better send the email to the entire database, just in case.” Does that phrase sound familiar to you? There we can find the origin of another of the common email marketing errors, which often lead to very poor interaction data. That “just in case” can be a major problem.

Don't forget to work on segmentation and personalization of your mailings , so that they are relevant, useful and adapted to the interests of the people who will receive them:

Segmentation . If you have your database well cameroon mobile database categorized and have a history of sending, it will be easier for you to send relevant emails tailored to certain groups of contacts. Are you going to make an offer in a specific geographic area? Does the service you want to promote have more value for a sector? Do you want to expand information for potential clients who have already shown interest in a specific product? Address only those contacts to whom you can provide value with that specific mailing.
Personalization . Let’s start by clarifying that it is much more than just adding the classic “Hello” plus the user’s name in your emails. Beyond the use of tokens with information available in the database and trying to give a more human touch to emails, personalization is closely related to segmentation and is often invisible to recipients. According to a study by Litmus , among the most common criteria for personalizing email marketing shipments in 2020, the most prominent were the name of the contact or company (72% of those surveyed), previous interactions with specific products or services (40%), previous interactions with emails (39%) and previous purchases (38%).
The possibilities for segmentation and personalization are very broad , usually based on the explicit and implicit data we talked about in the first point of this article. Hence the importance of a well-structured database with the appropriate information.