Email Contact List Segmentation Produces 80% of Email Marketing ROI: How Does Segmentation Work and How to Get Started with Email Segmentation?

As many marketers know, 80% of the ROI (return on investment) from email marketing comes from automated, segmented and triggered emails. How do you as a small business or non-profit organization get started with email segmentation?

In this article, we review how to create custom segments within your contact lists to enhance the effectiveness of your email marketing campaigns.

Understanding Segmentation

Segmentation involves dividing your contacts into smaller groups based on shared characteristics or behaviors. This targeted approach allows for more personalized and relevant communication, leading to higher engagement rates.

Creating a Custom Segment

To create a custom segment in Constant Contact, navigate to the "Contacts" tab and select "Segments." Click on "Create a Segment" to begin. You can define your segment by choosing specific criteria such as contact details, list membership, tags, or engagement history.

Available Criteria for Segmentation:

1. Contact Details: Segment contacts based on information like city, state, job title, or custom fields you've added to your contact profiles.

2. List Membership: Create segments from existing lists, allowing you to further refine your audience based on their list affiliations.

3. Tags: Utilize tags to group contacts by specific attributes or behaviors, such as event attendance or product interest.

4. Engagement History: Filter contacts based on their interaction with your emails, such as those who opened or clicked on a particular campaign within a specified timeframe.

Download Free Guide: “How to Segment and Manage your Contacts” from Constant Contact.

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Combining Multiple Criteria

You can enhance your segmentation by combining multiple criteria using "AND" or "OR" logic. For example, you might target contacts who are tagged as "Webinar Attendees" AND have opened an email in the last 30 days. This flexibility allows for highly targeted and effective campaigns.

Saving and Managing Segments

Once you've defined your segment, assign it a descriptive name and save it for future use. Saved segments can be selected when scheduling emails, ensuring that your messages reach the intended audience. You can also edit or delete segments as your marketing strategies evolve.

Best Practices

• Regularly update your segments to reflect changes in contact information or behavior.

• Use segmentation to test different messaging strategies and identify what resonates with specific groups.

• Monitor the performance of segmented campaigns to continually refine your approach.

By leveraging the segmentation tools in Constant Contact, you can deliver more personalized and effective email campaigns, ultimately driving better results for your business.

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