And that’s where list segmentation comes in

And that’s where list segmentation comes in, which means that you’re organizing—or personalizing—your email messaging based on cues from your customers. Whether you want them to make a purchase, read a blog article, or download a white paper, your goal is to engage them by sending a targeted, relevant email message.

So how do you personalize your emails so that your customers will open, read, and act upon them? The answer is easier than you might think. . . .

Let’s look at three types of data you already have at your fingertips that can help you segment your email lists effectively:

Email Behavior

After you review the email activity from a recent cosmetics campaign, you see that some recipients clicked on “lip gloss” and “hand lotion,” but passed on “perfume” and “lipsticks.” Based on this information, you can deduce what those recipients are most interested in, and you can target their interests more specifically in your next email.

And if the recipients didn’t make a purchase after opening your first message, you can segment them into an “opened only” category and follow up with a compelling subject line to help drive an immediate purchase: Buy One Get One Free Lip Gloss on Sale Today Only! Your targeted response can mean the difference between capturing a purchase and missing an opportunity.