Automation and Segmentation – The Future of Email Marketing

In 2008, email marketing was still a relatively new concept.

But looking back, everything was still so simple and easy!

You wrote up a message, hit send, and just like that, you could connect with your audience.

If you wanted to get fancy, you used a drip campaign or an autoresponder, which allowed you to pre-schedule emails and send them out at a set time each and every day.

And the size of your email list dictated how big your business was. So, the larger the list, the larger your business.

Back then, things were much more direct and straightforward.

Fast forward 10 years later to 2018, here we are looking at the evolution of email marketing.

What Does Email Marketing Look Like Today?

The average person receives over 145 emails per day. And more than half of those emails are opened and read on a mobile device.

Plus, email has become one of the cornerstones of every effective marketing strategy because of its amazing results:

Now as a business, you need to get your message in front of customers. And get them to engage with you by clicking on links in your emails.

But today, every business is using email as part of their strategy.

Which means it’s harder to get people to share their email address. And even harder to get contacts to engage with your emails.

People are proclaiming things like “messaging bots are the future” and “social media is the only way to communicate with customers.” Some have even taken it as far as saying email marketing is dead!

But the facts don’t lie.

Consumers still spend the most via email.

According to Bambu, email marketing is still the #1 way of communicating with customers.

And (more importantly) email is still the best way to encourage people to pull their wallet out and make a purchase.

So… Where is Email Marketing Headed?

You’re probably wondering – what does the future of email look like?

It’s evolving into a smarter, more effective way to communicate!


Through email automation and segmentation.

And not just any automation and segmentation, but behavior-based automation and action-based segmentation.

Now I’m sure you’re asking, what the heck are those?

Well, let me do a quick breakdown:

Behavior Based Automation

Behavior-based automation is leveraging the power of artificial intelligence to send emails based on the way a contact behaves.

For example, if someone opened X email and clicked Y link, you could create a follow-up email that would automatically (and exclusively) send to the contacts who clicked that link!

With behavior-based automation, you can automate emails based on opens, clicks, purchases and more!

Action Based Segmentation

Action Based Segmentation is a way of creating smaller, more targeted groups within your list based based on contacts’ actions.

For example, if you create a segment of your most active buyers, you can micro-target that group to test out new products and services!

With action-based segmentation, you can drill down on things like: how active contacts are, what topics they like most, what they are more likely to purchase, and more.

How Do You Use This In Your Business

Ok, let me give you a real example:

Say you have a digital product on dog training. And you have a lead magnet that offers a book on 10 ways to Train Your Dog.

Let’s say you have 3 contacts who opt into your email list:

  1. Joe has a older dog that needs help refreshing his commands.
  2. Sue just got a brand new puppy and is looking to teach her basic commands.
  3. Bob has an aggressive dog that’s harassing the neighbors.


Question is – Would you send them all the same emails?

With classic, old school email marketing you would.

If you had a product designed to train puppies only, Joe, Sue and Bob would all receive your email about it.

And we’d already know that in Sue would be the only person who might actually read your message about your puppy training product and consider purchasing it.

But in 2018, you can use segmentation and automation to cater your messaging and product offerings to each person based on their actions.

That means you can make sure that Joe is on a segment of older dog owners, who are just looking to refreshing their commands

While Sue would be part of the new puppy training segment.

And Bob would be in the aggressive dog segment.

This all happens automatically with behavior-based automation and action-based segmentation.

So, your contacts receive targeted email content that helps reassure them that your product or service is exactly what they need!

The end result?

You have a more engaged audience that’s ready to take out their wallet and spend… So you maximize your earnings!

See how that works?

It’s a different, fresh approach to email marketing. One where you send emails that your contacts want to open and read.

Emails that are targeted specifically for them based on their behaviors and actions.

Looking Towards the Future

As we continue towards 2020 and beyond, automation like this will become more and more relevant and important.

So, at Sendlane, we’ve created some of the deepest forms of automation and segmentation on the market – all for digital marketers like you!

Our goal is to help you build, grow, and scale your business to it’s ultimate potential.

So how are you doing with your automation and segmentation?

If your strategy could use some work, or you’re just ready to take your email marketing game to the next level, Sendlane is here to help!

With a free 14 day trial you’ll have access to all of our automation and segmentation features, you’ll be ready to send more targeted emails in no time.

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Jimmy Kim

Based out of San Diego, California, Jimmy has been a digital marketer for the past 10+ years. Before his ventures online, Jimmy rose from the ranks, started off by washing cars at a local dealership and eventually ended up being one of the youngest General Managers in the country by the age of 25. After being burnt out working 80+ hours a week, he eventually turned to Digital Marketing. He found a passion in email marketing and in 2013 helped create Sendlane as one of the co-founders. Today, he leads the entire Sendlane team.
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