You need to plan
Don’t dive into email segmentation without first setting goals for what you want it to achieve. Keep these goals aligned with your wider business goals, and decide which individual tactics (e.g. welcome, upselling, or reminder emails) best fit them.
Create the right segments
Identify the different segments you need to reach with these emails, and how the details of your correspondence might vary as a result. Use this information to keep your emails relevant - e.g. summer holidays may vary depending on a customer’s worldwide location, so a ‘one-size-fits-all’ holiday promotion won’t be accurate.
Automate your emails
Pick the right email marketing platform, and all of your plans can be executed with the click of a button. Don’t waste time on repetitive manual tasks that could be easily automated. Aim for an email marketing platform that understands what you need and can support you from hitting send to the journey’s end.
Keep striving for better
It’s impossible to be so good at email marketing that you’ll never need to review and test your performance. Gather feedback and data both qualitative and quantitative, use A/B testing to your advantage, and strive to keep your content as relevant as can be. Every time you feel as though you’ve conquered a trend or technique, a new one will be visible on the horizon - or even closer than you think.