The ROI for EDM is widely known to be very positive. There are two two really simple to use features, segmentation and personalization, that can help to really boost your ROI.
In Mailchimp, a list is the ‘database’ that contains your subscriber information such as email address and first name. The only mandatory data that is required by Mailchimp for each subscriber is an email address. If we have just a little more data about each subscriber in our list then we can create email marketing magic with segmentation and personalization.
Segmentation makes you money!
Segmentation is dividing your subscribers into similar discrete categories. For example we could segment our subscriber email addresses into those that use Gmail and send a campaign specifically to those people.
Segmented and targeted emails generate 58% of all revenue … A more tailored, segmented or 1-to-1 approach is often successful for generating revenue from email. – DMA National client email report 2015″ (2014)
Segmentation really becomes very valuable when we have data for each subscriber that helps us divide our list into related interest groups. As an example, if we have the Country State of each subscriber we could send email targeted at people in specific geographic regions. I work with businesses here in Australia and they may have a certain product on sale in New South Wales so they’ll send an email noting the sale to New South Wales subscribers only.
Mailchimp segmentation also allows multiple ‘levels’ of segmentation so if we have the state and sex of the subscriber and we’re selling, say, cosmetics in Victoria, we can target only female subscribers in Victoria.
The incredible power of including a first name in your EDM
A relatively simple piece of data to include in your list is the first name of your subscribers. In a 2015 report Experian noted that including a name in the subject line boosted open rates by 29.3%. Furthermore revenue per email was 73% higher with personalization. With vast improvements in open rates and revenues like that for just including the recipient’s first name in a campaign we’d be crazy not to include the recipients first name right? Now look at the email marketing you receive and notice how few include your first name even when they know this information. Aaahhhh …
Fortunately in Mailchimp, assuming you have first names recorded in your list, adding the recipients first name is incredibly quick and simple. All we do is add a merge tag to the subject line and/or body of your campaign.
There we go, two quick and easy ways to rocket your way to email marketing success. Want to learn more? Join me for Mailchimp training.