President's Corner

By Bill Reich, President

It's not always easy to engage with your customers the way you want to. There are many ways to maximize your response from your campaigns, and Net Atlantic can help you use every avenue available to reach your audience more effectively. One very strong way to raise the level of engagement is to implement a segment strategy.

Recently, we ran a poll to ask our clients whether they were using dynamic segmentation in their campaigns. The result was less than half. Yet, segmentation is one of the most powerful ways to increase your email marketing open and clickthrough rates. See our web demo about segmentation.

The industry average open rate is less than 20%, while only 5% click through. We have seen these rates increase to 50% opens and 30% clickthroughs by using segmentation. Imagine the increased ROI on your email marketing campaigns if you can get numbers like that. This is a 6x increase in clickthroughs, leading to a 6x increase in revenue from your email campaigns.

You should also consider deliverability, which is helped by segmentation. The more relevant your messages are, the more likely they are to be opened, which ISPs consider when deciding whether to send your message to the inbox. High deliverability is a major factor in open rates, so the benefits of segmentation become a self-sustaining process.

Segmentation is so important to us that we talk about it in several of our white papers and webinars, including Email Best Practices & Compliance and Total Engagement Marketing.

Thank you, and happy segmenting,

-Bill Reich, President, Net Atlantic

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