What Will Marketing Look Like in 2021?

Zeta co-founders, CEO David A. Steinberg and John Sculley, as well as other notable visionaries across different industries, share their predictions for the New Year.

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, 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!

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 powerful.  User list segmentation makes it possible to send personalized messages to prospects and customers across channels (especially email). As we’ve illustrated before, personalization is the key to modern […]


A Back-to-School Guide for Marketers in the Year of COVID-19

Back-to-school shopping is going to be a lot different this year.  Under normal conditions, almost 60% of back-to-school shoppers are largely done with their major purchases before the start of August. But this summer we’re seeing households (from households with elementary-aged kids to households with college students) delay their traditional back-to-school buying by several weeks.  […]

one-size-fits all marketing

The Risks of One-Size-Fits-All Marketing During COVID-19

Given the economic conditions surrounding the coronavirus pandemic, marketers can be tempted to engage in one-size-fits-all campaigns to save time and money. However, the risks of one-size-fits-all marketing outweigh the purported rewards. COVID-19 is impacting continents, countries, and communities in different ways. Marketers (and the brands they represent) need to take note of these nuances […]

Website Personalization

AI-Powered Website Personalization

Overview The following infographic presents statistics and trends around the adoption of AI-powered website personalization across various industries. The infographic highlights what modern marketers think about website optimization using AI, and how different brands are already deploying it realizing improved ROI. Introduction As a marketer, you tap every channel you can (organic, paid, social, email, […]

Future of Retail

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 important.  New data suggests: Global retail sales will decline by an average of 9.6% this year, a $2.1 trillion loss from 2019.  US retail sales will decline by an average of 9.1% […]

improve email open rates

5 Easy Hacks to Improve Email Open Rates

Few digital marketing arenas are as competitive as email—that’s why it’s so important to learn how to write subject lines that improve email open rates.  To help you on your way, we wrote this article (and this one too) to help your brand’s emails POP amidst all the inbox clutter generated by angry bosses, doting […]

7 Email Subject Line Mistakes to Avoid

Learning how to craft a winning email subject line is one of the most important things any marketing team can do. The right subject line can help a brand stand out in an otherwise cluttered, crowded inbox. But mastering the art of subject line writing isn’t easy—it takes time.  Unfortunately, time isn’t something a lot […]


Zeta and Mediahub Partner to Bring Clients Best-In-Class Tools to Drive Growth

We’re excited to announce a new partnership between Zeta Global and Mediahub, which will focus on delivering custom, innovative tools to Mediahub and its clients. As part of the partnership, Mediahub clients will receive data enhancements and capabilities that allow them to achieve marketing goals and drive greater media accountability throughout the full customer lifecycle, from acquisition through retention. […]

Omnichannel Marketing Success

6 Best Practices for Omnichannel Marketing Success

Omnichannel marketing is an iterative program design that allows brands to reach the same people over time across a combination of offline and online channels.   The underlying objective of any omnichannel marketing program?   To increase customer acquisition (or current customer value), reduce ineffective media, and realize operational efficiencies.  Many brands think they engage in omnichannel […]

Online travel agency

Did COVID Kill the Online Travel Agency?

Online travel agencies (OTAs) are the latest casualty of COVID-19, and that’s welcome news for the hotel brands seeing their own operations decimated by the global pandemic.  With consumers more focused than ever on personal health, it seems their long-standing obsession with rate parity (the backbone of the online travel agency operating model) is over. […]

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