Why Go Beyond the List Concept
Posted: Tue Feb 18, 2025 4:09 am
The concept of mailing lists has accompanied e-mail marketing strategies since their inception: in the past, not so long ago, the e-mail contacts collected by companies were included and managed in a single list and the sending of communication was done without distinction. The result, often obtained, was that of a leaflet distribution campaign: offers and messages were also delivered to the mailboxes of users who were not really interested.
Fortunately, email marketing strategies have evolved , and the now obsolete concept of the list as a single set of email addresses has been replaced by that of a segment , that is, a set of diverse, open and naturally dynamic addresses.
User segmentation, which is the basis of an effective profiling strategy , allows the audience to be diversified into more or less complex clusters through the combination of more or less complex criteria:
Personal data (e.g. male/female, age, employment, etc.)
behavioral data (e.g. user who visited a particular category of the online store, purchased list of us cell phone numbers a certain product, etc.)
contextual data (e.g. user browsing the site from a particular geographic area or showing interest in a particular article
data relating to Customer Lifetime Value (for example, is this a user who purchases frequently, is this a user who has just registered, etc.).
Content Personalization : How to Make Your Campaign More Effective
Audience segmentation opens the way to the possibility of personalizing content in order to create even more effective communication, tailored to the user who will receive it. As the data collected by Adobe also shows, users appreciate receiving newsletters and personalized and customized email content : all this contributes to creating the feeling of exclusivity and immediacy typical of individual communications . Possibility of personalizing the message but also the frequency of sending according to the interests and habits of the user: email marketing thus becomes an effective tool for user loyalty . The brand will thus be perceived by users as being attentive to their interests and needs, able to surprise them with exclusive offers and new products.
Fortunately, email marketing strategies have evolved , and the now obsolete concept of the list as a single set of email addresses has been replaced by that of a segment , that is, a set of diverse, open and naturally dynamic addresses.
User segmentation, which is the basis of an effective profiling strategy , allows the audience to be diversified into more or less complex clusters through the combination of more or less complex criteria:
Personal data (e.g. male/female, age, employment, etc.)
behavioral data (e.g. user who visited a particular category of the online store, purchased list of us cell phone numbers a certain product, etc.)
contextual data (e.g. user browsing the site from a particular geographic area or showing interest in a particular article
data relating to Customer Lifetime Value (for example, is this a user who purchases frequently, is this a user who has just registered, etc.).
Content Personalization : How to Make Your Campaign More Effective
Audience segmentation opens the way to the possibility of personalizing content in order to create even more effective communication, tailored to the user who will receive it. As the data collected by Adobe also shows, users appreciate receiving newsletters and personalized and customized email content : all this contributes to creating the feeling of exclusivity and immediacy typical of individual communications . Possibility of personalizing the message but also the frequency of sending according to the interests and habits of the user: email marketing thus becomes an effective tool for user loyalty . The brand will thus be perceived by users as being attentive to their interests and needs, able to surprise them with exclusive offers and new products.