Despite proven success of targeting, many marketers don’t segment contacts

by | Oct 2, 2019 | Marketing, Public Relations

Although targeting campaigns for relevancy is a known best practice in the marketing world, ecommerce brands may need an extra push—marketers for the segment still seem reluctant to begin segmenting their contacts. According to new research from omnichannel marketing automation platform Omnisend, only about half (49.2 percent) of ecommerce marketers use two or more segments to target their campaigns.

Recent Omnisend research found that segmented campaigns earn on average 34.7 percent higher open rates, and 26.5 percent more orders than non-segmented campaigns. However, even armed with the data proving the case for targeting messages, marketers are still opting to send bulk campaigns.

“Ecommerce brands are comfortable with bulk newsletters—however, they’re missing a huge opportunity in not segmenting their campaigns,” said Omnisend CEO and co-founder Rytis Lauris, in a news release. “A shopper is going to better respond to a message that’s relevant, and that can’t happen without targeting. Ecommerce brands who hesitate in segmenting their campaigns could miss out on nearly a quarter of potential revenue.”

Despite proven success of targeting, many marketers don't segment contacts

In an effort to encourage segmentation adoption among ecommerce marketers, Omnisend has launched a unique feature called segmentation on the fly. This allows for contact filtering directly from the subscriber list with immediate results for which contacts belong in that segment. Additionally, new tagging options give even more precise targeting opportunities.

“We’ve been improving segments as they are more powerful than ever, and this helps our ecommerce marketers organize their contacts in a more efficient way,” added Lauris. “With better segmentation, marketers will be able to create more specific campaigns, targeted workflows, and relevant messages.”

Looking for more information? See a list of user-rated software options, as well as buyer considerations here.

Despite proven success of targeting, many marketers don't segment contacts

More information on segmentation data can be found in the firm’s report, The 2019 Omnichannel Marketing Automation Statistics Report. Read it here.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter


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