In the world of email marketing, there are two main approaches: batch and blast, or segmentation. 

Batch and blast refers to sending the same email to your entire email list in one fell swoop. 

Segmented campaigns, on the other hand, involve dividing your email list into smaller, more targeted groups based on shared characteristics, behaviours, or interests. 

While batch and blast may seem like a quick and easy way to reach a large audience, it’s not the most effective or efficient approach to email marketing. In this blog post, we’ll explore why segmenting audiences in email marketing can boost your brand’s revenue. 

Batch and blast vs. segmented email marketing 

Batch and blast

Batch and blast email marketing is the traditional approach to email marketing. It involves creating one email message and sending it to your entire email list. The benefits of this approach are speed and convenience, as you only have to create one email message and hit “send.” However, there are several drawbacks to batch and blast email marketing. 

Firstly, it’s not as effective in engaging your audience. Your email subscribers are unique individuals with their own interests, preferences, and behaviours. Sending the same email to everyone in your list may not be relevant or interesting to everyone, resulting in low open rates and high unsubscribe rates. 

Secondly, batch and blast email marketing can damage your deliverability. Email service providers, such as Gmail, Outlook and Yahoo, use sophisticated algorithms to filter spam and unwanted emails. If your email campaigns have high unsubscribe rates, low open rates, and a high number of spam complaints, your emails may end up in your subscribers’ spam folder instead of their inbox. 

Segmented email marketing

Segmented email marketing, on the other hand, involves dividing your email list into smaller groups based on shared characteristics, behaviours, or interests. This approach allows you to create more targeted and relevant email campaigns that are tailored to the unique needs and interests of each segment of your audience. This is similar to the Instagram algorithm, which also tailors content based on shared characteristics, behaviours, or interests. To read more about the Instagram algorithm, read our guide on how it works in 2023. 

Benefits of Segmenting Audiences in Email Marketing 

Segmenting audiences in email marketing offers several benefits, including: 

1. Improved Relevance and Engagement: By sending more targeted and personalized email campaigns, you can improve your open rates, click-through rates, and overall engagement. When your subscribers receive emails that are relevant to their interests and needs, they’re more likely to open, read, and take action. 
2. Better Deliverability: Segmenting your email list can also improve your deliverability. When you send targeted and relevant email campaigns to engaged subscribers, you’re less likely to trigger spam filters and end up in the spam folder. This means more of your emails will end up in your subscribers’ inbox, resulting in higher open rates and engagement. 
3. Increased Revenue: Targeted and relevant email campaigns can also lead to increased revenue. When your subscribers receive emails that are tailored to their interests and needs, they’re more likely to make a purchase or take other desired actions. According to Klaviyo, a leading email marketing agency, businesses that use segmentation in their email campaigns see a 760% increase in revenue. 

Final word: Why you should segment, and how to do it properly 

Segmenting audiences in email marketing is a powerful strategy for boosting your brand’s revenue. By dividing your email list into smaller, more targeted groups, you can create more relevant and engaging email campaigns that are tailored to the unique needs and interests of each segment of your audience. This approach can lead to improved deliverability, increased engagement, and higher revenue. So, if you’re still using batch and blast email marketing, it’s time to switch to a more targeted and effective approach.

But how to segment properly takes some expertise, data analysis and insight. Working with a professional email marketing team, like the Legends, can truly propel your email marketing success and drive meaningful revenue from your mailings.

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