![]() Send her an email on those topics and she’ll be much more likely to engage! On the other hand, odds are she’d find an email on the top female clothing trends of the season or your upcoming 50% off sale much more relevant to her needs and interests. Based on her interests and past purchasing behavior, it wouldn’t make sense to send her emails about your new men’s and children’s clothing releases. I magine you have a female customer who is only interested in shopping for women’s clothing. Wondering what segmentation looks like in practice? So, if you want to deliver the right message at the right time to the right subscribers and reap the engagement rewards, you need to use advanced segmentation. In fact, our 2021 US Global Messaging Engagement Report found that 61% of US email recipients said a personalization would make an email very or somewhat memorable. Your new subscriber will need to be nurtured to gain familiarity with your product or service offerings and what sets you apart from your competitors, while your longtime customer will want to stay up-to-date on sales, item re-stocks, and new product launches. Does it make sense to send the same message to someone who just discovered your brand today and a customer who’s spent the last four years doing business with your brand? Not really. ![]() When you’re able to narrow down your targeted list to a specific segment of your buyers, you can better understand and appeal to different prospects and customers. Because mass email is unpersonalized and often irrelevant to the vast majority of your audiences, email marketers typically try to avoid them in favor of sending more targeted, personalized, and segmented communications. While email blasts can be a time and resource-efficient way to communicate with your customers, they don’t always result in high engagement. Multiple CTAs can confuse your readers, so ensure your CTA details the next step you want your recipients to take, whether it be downloading an ebook, browsing your newest products, or shopping your latest sale. However you decide to format your message, make sure that every email you send has just one clear call-to-action ( CTA). Of course, you can always choose to use a plain text email as well. You’ll need to draft up your email copy for your subject line, preview text, and email body, as well as gather or design any visual elements, like images or gifs, to help your email come to life. Thinking about your email from their perspective can help you better tailor your tone, copy, and content to your recipient’s interests, which can help increase your engagement. At Twilio SendGrid, we like to “put ourselves in our customers’ shoes,” so before you draft up your email copy, take a moment to consider what value your email has for your recipients, or why they should want to receive your messages. Now it’s time to determine what you want your email to say. This will help ensure only individuals interested in this type of content receive your email, which can help boost engagement, reduce spam complaints, and, most importantly, ensure your audience continues to find value in your communications. Instead of sending messages to everyone in your database, use advanced segmentation to target your messages to specific individuals on your list. While it can be tempting to send an email blast to your entire database, it’s very rare that all of your subscribers want to hear from you in the same capacity and at the same frequency. For example, Recipient A might be elated to see your business’ monthly newsletter in their inbox, while Recipient B, who subscribed only to get a coupon code, will click delete without even opening it every month. ![]() But, odds are there will be a divide in how valuable your recipients find your email content to be. Graymail isn’t considered spam since your recipients have signed up to hear from your business and your brand is a legitimate sender. Graymail is email that your recipients have opted-in to receive, but don’t actually want in their inboxes. However, due to lack of email targeting and message relevancy, most bulk mail is given another name: graymail. Mass email is legal as subscribers have opted-in to receive messages from your brand and CAN-SPAM requirements are met. ![]() It’s important to note that bulk email is different from junk mail, which is sent without a recipient’s permission. Bulk email, on the other hand, is often called one-to-many email as it is sent from your business to many recipients. Transactional emails are one-to-one emails, as they are sent from your business to one sole recipient. This could be an abandoned cart email or a receipt sharing the details of their most recent purchase. Transactional emails are triggered by a specific user’s behavior and sent to just that individual.
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