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Email Marketing: Segmentation and Personalization
- Level: Advanced
- Length: 45 minutes
- Melissa Byers
The key to getting recipients to open and engage with your email marketing messages is highly dependent on relevancy. The more relevant you can make your emails to them, the more likely they are to engage with them. Segmentation and personalization boost relevancy and improve your email marketing performance.
By segmenting your email marketing list of recipients into small lists based on a characteristic like demographics or geographic location, you can customize your message. By personalizing your message with things like a first name, milestones, or references to action or behavior, your email becomes even more relevant to the recipient. Segmentation and personalize are primarily used to increase engagements (which also increase deliverability) and conversions.
This course is perfect for business leaders, marketers, and agency professionals who are ready for advanced tactics associated with segmentation and personalization.
- Discover the core functions of an email marketing segmentation and personalization
- Understand how to evaluate segmentation opportunities from and ROI perspective.
- Explore the most commonly used segmentation and personalization options.
- Identify opportunities for segmentation and personalization that are relevant and meaningful.
- Build a plan for integrating segmentation and personalization into your email marketing efforts.
What’s Included In The Course
- Downloadable Resources
- Completion Certificate
- Live Demonstrations
- Activities to Implement
- Real-world Examples
Resources
-> Email Marketing Segmentation and Personalization Tricks & Tips
This is the ultimate Email Marketing Segmentation and Personalization course. Use of these functions can dramatically improve email engagement and deliverability. This advanced course develops an understanding of the core options for segmentation and personalization, best practices for integrating them into your email marketing, and live examples of how they’re used.
Digital marketing & social media E-Learning or virtual workshops for your team or organization.
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Email Marketing: Segmentation and Personalization Course Outline
- What it means to “segment” your email subscriber list.
- Why marketers use segmentation in their email marketing strategy.
- How segmentation improves email results.
- How to segment your email list based on common dimensions.
- Best practices for using online opt-in forms for segmentation.
- Use cases for manually segmenting your email list.
- How to build a segmented email list.
- When to send segmented emails.
- Benefits of using segmentation.
- How email personalization is different than segmentation.
- How personalization improves results.
- How email personalization increases customer retention.
- Most frequently used personalizations.
- How to implement personalization into your emails with best practices.
- Examples of personalization in action.
- How to distinguish between relevant and irrelevant personalizations.
- How to make your personalization relevant.
- The key concept behind ALL segmentations and personalizations.
Course Description
Email Marketing: Segmentation and Personalization is designed to help you integrate advanced tactics for boosting your email marketing performance by enhancing relevancy.
Email engagement (opens and clicks) plays an important role in the overall success of your email marketing efforts. Recipients are likely to open your email and click on it if they find it to be valuable and relevant to them. Segmentation uses data to break your full email list into smaller categorized lists so you can send different messages to different people. Personalization that segmented data to create personalized messages. Both tactics increase relevancy and boost email marketing performance.
This course guides you in evaluating segmentation and personalization options through the lens of ROI and meaningful application. It identifies the most common categories used for segmentation and personalization and how marketers use them. Plus, it highlights strategies for integrating these powerful functions into your current email marketing.
This course includes a resource with practical tips, plus real-world examples of how marketers use segmentation and personalization. It also features interactive activities and opportunities to apply your learning to your own email marketing efforts.
Learning Objectives
- Distinguish between segmentation and personalization and how to use them together.
- Evaluate your email list for segmentation opportunities.
- Segment your list based on relevant factors.
- Create segmented emails with relevant personalization.
- Personalize emails to increase open and response rates.
- Evaluate for return on investment (ROI) when deciding whether or not to segment your list.
- Tactics for data collection that fuel segmentation and personalization.
- Ways to integrate segmentation and personalization in meaningful ways.
Resources
- Email Marketing Segmentation and Personalization Tricks & Tips
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Instructor
Melissa Byers has a 20-year career in digital and customer/user-facing solutions. As a community management pioneer and accomplished digital media expert, she’s worked with ground-level start-ups and Fortune 50 companies.
Today, she heads customer success globally for Boot Camp Digital, one of the fastest-growing digital marketing training firms. Responsible for customer experience, customer support, and customer success, she’s driven by a deep understanding of their pain points and delivering meaningful solutions.
Melissa is also a successful and experienced writer and editor. She has contributed to and edited three best-selling books and reaches millions of readers every year with email marketing, website copy, and social and blog posts. A master storyteller and author of thousands of pieces of compelling content that inform, entertain, persuade, convert, and delight, Melissa connects words with emotion, driving people to act based on how she’s made them feel.
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