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Segmentation and Personalization

Segmentation and Personalization

10/26/2018
Email, Marketing, Everything Else

There’s an old adage in marketing that says, “When you try to appeal to everyone, you end up appealing to no one.” If you’re sending the same email to high school math teachers as you’re sending to elementary school art teachers, you’re probably going to be ignored by both audiences.

In some cases, the bulk of your message can stay the same, and you’ll only need to switch out some elements to make it more relevant to different audiences. You could replace the word math with the word art, for example, or include the teacher’s first name in the salutation. Most email distributors have functionality that will allow you to automatically insert a name from a database.

In other cases, different audiences might have different needs. For example, the math teacher might struggle to keep students engaged while the art teacher has more trouble getting her kids to focus.

Think about whether the examples you used will resonate with the reader. Are you speaking to their specific needs and concerns? A slight adjustment in your language can make your email seem like it was written especially for that teacher.

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