Client retention is one of the most important benefits of segmentation. Marketers dread email opt-outs, even though the average unsubscription rate is just 0.17%, demonstrating opt-outs do not happen as frequently as many expect
If you are experiencing a higher rate than usual, segmentation can help with this. Many people unsubscribe because they do not feel the content applies to them. Segmentation allows you to tailor email campaigns around what is relevant to those on your mailing list. Rather than receive a plethora of irrelevant emails, they only receive emails that are useful to them, meaning they are less likely to unsubscribe.
Targeting customers with relevant emails is more effective than trying to target as many people as possible. Most people do not thoroughly read every email they receive, but they are more likely to view the message if it looks like it appeals to them.
Use segmentation to define and design new campaigns that are more likely to experience a high conversion rate. Furthermore, you will save money on advertisement, allowing you to focus whatever is saved into later campaigns.
The more you use segmentation, the more you will learn about your client’s needs, which helps improve product development. You can use data and analytics to study which campaigns receive the highest conversions and use this information in your next product development.
Services with a high conversion rate should be prioritized over those with low conversion rates, as this offers the best ROI. however, you shouldn’t ignore the low conversion products entirely, but use the information gained from segmentation data to improve it and boost conversion later.
