Make Awesome Email

Dynamic Content — Segmentation, Personalisation and Relevance

It’s often said that email is a high ROI channel. Various studies will tell you that for every $1 you put in, you can get around $45 in return. That’s often achieved by getting the right message in front of the right people at the right time — and that’s achieved by segmenting your audience so they get the right content.

This obviously leads to more work — It’s a bit of an industry secret — but most of the gains are in the easy wins, then there’s a very long tail to squeeze value out of after. That means you can get a lot of value out of segmenting a few things (but I didn’t tell you that).

If you’re just getting started, here are some common ways people segment their audiences:

Personalisation is more than saying “hello Firstname” but that is often a good start. Think about what other useful data you can pull through, but also be careful about sensitive data falling into the wrong hands (even something innocuous like a customer ID could be used to phish an account, if the email ends up in the wrong place).