Page 6 - Grapevine March-April 2020

In The Winery

Email Segmentation:

A Critical Tool in the Digital Marketing Toolbox

By: Nathan Chambers, Gaynor Strachan Chun and Susan DeMatei
R esearch shows that your email success For your customer, there are many reasons why

they will be more likely to open an email from a
can be significantly improved if you enact
a campaign list segmentation strategy
them in a timely manner. One of the most import-
– MailChimp reports that segmented emails can brand that delivers content that is more relevant to
increase open rates by +15% and click through ant reasons is it shows them you understand their
rates by up to 100%. needs and wants. In other words, it delivers a more
personalized experience.
Segmenting your email list allows you to deliver
more personalized and relevant content to specif- For you and your brand, the value of email list
ic groups of customers. Not segmenting your list segmentation is quite simple – increased ROI.
results in higher customer attrition. On average, Segmenting your email list drives increases in loyal-
over half of those who subscribe to email lists end ty and lifetime value (LTV).
up throwing the email in the trash when it hits their
inbox. Let’s look at it from your customer’s perspective.
They were at the winery, they filled out a customer

Page 4 The Grapevine • March-April 2020 877-892-5332

Grapevine Main Pages GV010220_Layout 1-1 .indd 4 2/19/20 4:12 PM