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Driving Growth in the AI Era: The CMO’s New Playbook
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Marketers’ Top Priorities for 2025
We asked nearly 100 of the world’s top business and marketing leaders what they are prioritizing in 2025. This is what they said.
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Steven Gerber, COO and President at Zeta Global, talks about AI-powered personalization
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AI-Powered Personalization: Shaping the Future of Marketing
AI-powered personalization is a key driver for growth. In this video, learn how Zeta empowers the world's top brands.
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How to Win in 2025 with AI, Personalization & Privacy
Marketing is moving faster than ever, driven by rapid advances in AI, growing demands for personalization, and new privacy expectations.
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Incrementality
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Incrementality Is the Best Measure of Marketing Effectiveness
The move to digital promised marketers better feedback compared to traditional, offline media. But approximately 15 years into the transition, many…
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email marketing
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The State of AI-Powered Email Marketing
Despite its age, email remains one of the most effective (if not THE most effective) marketing channels across every single industry. As effective as…
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With list segmentation specifically, email marketers can separate recipients into focused buckets. Larger buckets use broader segmentation qualifiers (geography, gender, age, etc.) while smaller buckets follow more nuanced parameters (personal interests, transaction history, etc.). This is the cornerstone of user list segmentation impact, and why it can improve email marketing metrics (e.g. opens, clicks, etc.). The impact of user list segmentation on email The age of the generic, mass-mailed email is approaching its terminus. As unread emails pile up and inboxes grow more cluttered, there isn’t any reason for recipients to engage with an email that isn’t catered to them. That’s why brands looking to “up” their email marketing success pay such close attention to list segmentation. It’s the key to sending targeted emails with smart, customized messaging designed to really “click” with the recipients of a given list. Higher open rates Even brands that own strong relationships with their customers and prospects must fend off attention-stealing attacks from competing brands across all channels. In email, that means using a catchy subject line, a compelling offer, sharp visuals, and sound body copy. Trying to tick all those boxes for a list that features thousands of diverse recipients is an exercise in futility. Fortunately, this is where the impact of user list segmentation becomes clear. By creating distinct recipient lists, it becomes easier for brands to develop variable copy that can meet the various expectations of recipients with different incomes, life experiences, expectations, needs, and wants. Better click-through rates Opens are great, but if email recipients don’t take a desired action (in other words, if they don’t click on your offer) is there any real benefit to the brand? Email is the blank canvas upon which smart, list-segmenting marketers paint their masterpiece, using different CTAs, templates, messaging, and more. In doing so, they not only achieve higher open rates, but they also see better click-through rates than their non-segmenting peers. Better engagement When a shopper buys a pair of jeans from Levis.com, they receive an email confirming their purchase. The chances are high that this email will be more than a simple “confirmation”—it will be an offer-laden communique with links to other products that are tied to their shopping history. Maybe the email will even contain a discount that can be applied to a future purchase. Using behavioral-based list segmentation, Levis is doing more than sending a simple “thank you for your purchase” email—they’re subtly kicking off the next sales cycle. The confirmation email that’s automatically triggered when a purchase is made is designed to incorporate details of the recipient's segmentation (e.g their previous purchases) to deliver a more compelling, eye-catching message that increases the likelihood of additional sales down the road. Fewer unsubscribes Personalized content is relevant content, and relevant content is less likely to lead to the dreaded “unsubscribe” button. In terms of valuing the impact of user list segmentation, simply seeing fewer unsubscribes makes the juice worth the squeeze for many brands. (Added bonus—user list segmentation can lead to an increase in deliverability too since the email will be less likely to hit spam filters.) Want to learn more about the impact of user list segmentation? With the right strategy and the right tools, you can leverage list segmentation and personalization to take your email marketing to the next level. Talk to the team at Zeta!
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What Is the Impact of User List Segmentation on Marketing Metrics?
To answer the question What Is the Impact of User List Segmentation on Marketing Metrics you need to first understand why user list segmentation is so…
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Website Personalization
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AI-Powered Website Personalization
Overview The following infographic presents statistics and trends around the adoption of AI-powered website personalization across various industries.…
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Future of Retail
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Predicting the Future of Retail Marketing
The massive impact COVID-19 is having on the retail industry can’t be understated—and it’s why predicting the future of retail marketing is so…
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3 Marketing Trends to Focus on
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3 Marketing Trends to Focus on in the Second Half of the Year
Put nicely, the first six months of 2020 were “no fun” for the global economy. Dozens of marquee brands— including Brooks Brothers, J. Crew, 24-Hour…
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Digital Marketing Since the Last Recession
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The Evolution of Digital Marketing Since the Last Recession
Things have changed in digital marketing since the last recession. As a matter of fact, they’ve changed a lot. That’s good news for brands still…
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cutting marketing spend in a recession
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What History Says About Cutting Marketing Spend in a Recession
Cutting marketing spend in a recession is a favorite move of CFOs. But if history is any indicator, cutting marketing spend is a terrible idea. Come see…
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Modern Glass Architecture
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​FinServ Marketers, It’s Time to Dive Into the Digital Evolution
For Financial Services marketers, retention and growth remain top priorities for 2020. This means servicing existing customers based on their current…
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AI for marketers
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Data Talks: The Best Marketers Will Incorporate AI Into Their Toolbox
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