Report: 82% of Marketers Now Practicing Email Segmentation

Marketers continue to turn to email marketing as a way to reach out to customers and prospects, and as they do so, basic segmentation is growing in popularity as a tactic.

Adestra and Econsultancy recently conducted the “2018 Email Marketing Industry Census” and discovered that 82 percent of marketers currently practice basic email segmentation. About 11 percent are planning to do this in the near future, and only seven percent of respondents said that they do not practice segmentation.

email marketing, digital marketing

Compared to 2017, there has been a slight rise in the number of marketers who practice segmentation. Last year, 80 percent stated that they execute this tactic; about 82 percent said the same this year.

“Segmentation essentially allows marketers to deliver more tailored messaging to customers, depending on their circumstances or behavior,” note the authors of the report.

Other practices that are a part of marketers’ email marketing efforts include optimizing email for mobile devices (70 percent), regular list cleansing (55 percent), and encouraging the sharing of content on social networks (52 percent).

Marketers Now Planning Out More Email Content

In addition to practicing tactics, such as segmentation, previous research shows that marketers are also planning out their email marketing strategies.

The “2018 State of Email Workflows” report from Litmus recently found that 55 percent of marketers are now utilizing a content calendar year-round. In addition, 69 percent use software other than (or in addition to) spreadsheets, calendars, and docs to specifically plan out their email content.

Marketers who describe their email marketing programs as successful are 34 percent more likely than those at less successful programs to maintain an email content calendar year-round (66.1 percent vs. 49.5 percent).

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— Silvina El Baba, Senior Manager, Web Marketing, EFI

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