It’s easy to think of marketing as a numbers game: Send lots of messages to lots of people and you’ll reach enough of them to see results. But the most successful marketers think deeply about the quality and relevance of their communications more than the quantity.
Creating relevance with your audience means listening to their needs and wants, and then responding accordingly.
One study found that as many as 78% of United Kingdom consumers are frustrated by irrelevant marketing from brands they subscribe to. Another study in the United States found that companies are losing revenue to their competitors because their messaging isn’t relevant to their customers. In the competitive world of digital marketing, irrelevant messages are easily ignored, resulting in low engagement, low open rates, and, worst of all, customers opting out of your communications altogether.
So, how can you keep in touch with customers and prospects in a way that resonates? For marketers, segmentation and personalization are two of the most powerful tactics available.
Mailchimp’s data shows that segmented campaigns drive engagement, resulting in 23% higher open rates and 49% higher click-through rates (CTRs). Higher CTRs mean more people visiting your desired destination, giving you ongoing opportunities to get your products, services, or message in front of them.
Let’s take a closer look at segmentation and personalization and how they can help you create relevant marketing campaigns and boost customer engagement.