What I mean by that of course is creating smaller lists out of your central database. If you're writing to sell a new pretty dress that you have in store, send that to women only; that kind of thing.(That was an example, I know that men can buy dresses no need to jump on that!) Segmenting is not rocket science, in fact; it's basic email manners!
If you send your marketing and sales emails out without checking that you've got the right audience in there, here's why you're losing money and are quite frankly, missing out on GOLDEN opportunities.
Your customers are DIFFERENT.
Groups of people can use the same product for very different reasons and it's important that you identify these groups before you write to them. A marketing company could service brand new start up companies, and they could service the established global corporates. The service that they provide each of these companies would be very different so they require completely different messages. Giving the same message to both of these groups will dilute your product and in my opinion, will appeal to neither.
Your relationship with your customers is DIFFERENT.
Some people on your list haven't yet bought from you, others have been a customer for a while. It's so important that you talk to these people differently so that they think you know them personally. It's no good introducing a brand new product from someone who's bought from you countless times and vice versa. Knowing your customer is key to creating lasting relationships and email segmentation is at the heart of that.
Your reputation suffers.
If you can't even talk to your customers in the way that they deserve to be spoken to, expect lots of unsubscribes and loss of sales in the process. It's unlikely that you have a product or service that is so unique they can't get it elsewhere and believe me, if customers dont feel valued (as they don't if they feel you dont know them) then they'll go looking elsewhere!
If you send an email to 50 people which meets their specific needs, 50 people will buy from you. If you send an email to 50 people which meets 25 peoples needs, 25 will buy from you. OK, this is general but do the math!!
It's so super important that you talk to everyone on your email list as though you know them segmenting is the easiest and most effective way to do that and if you don't, loss of sales are your own fault!