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Using Marketo Segmentations in an Email Campaign

Written By Frank Strube

February 9, 2023

If you’re just joining our blog series on using Marketo Segmentations to personalize your cross-channel marketing , hit pause and go back to our first and second blogs before continuing on to this post. In our last post, we covered how to create a personalized landing page in Marketo and provided some tips for setting up your dynamic content. In this blog post, we’re going to show you how to create a targeted email campaign using your Marketo Segmentation.We begin by heading on over to the “Design Studio” in Marketo and creating a few assets. We need an email template with some uploaded image assets for our Marketo email. You can download the template and images here.

The next step in creating a targeted email campaign is to access the “Marketing Activities” tab in the Marketo platform and create a new email program. Once you’ve created your email program, you can create a local email asset using the email template we created earlier. Using your Segmentations, you can send targeted emails to each of your Segments. This means that each recipient will receive an email that is specifically tailored to their interests and behaviors, which will help to drive them to the landing page we created in our last blog post.

Here are some tips for creating a targeted email campaign with Marketo Segmentations:

  • Start by identifying the key messages and offers that you want to include in your email campaign. For example, you might want to promote a new product, offer a discount, or provide valuable information.
  • Use your Segmentation data to create different versions of your email for each Segment. This will allow you to tailor your messaging and offers to the specific interests and behaviors of each Segment.
  • Use dynamic content to personalize your emails even further. For example, you can use dynamic content to include the recipient’s name, location, or recent purchase history in your emails.
  • Monitor the performance of your email campaign and adjust your strategy as needed. You can use Marketo’s built-in analytics to track opens, clicks, and conversions, and make changes to your emails to improve their effectiveness.

Using Marketo Segmentations to create targeted emails and personalized landing pages is a powerful way to improve your customer engagement and drive better results. By providing your customers with relevant and personalized content, you can create a more engaging and effective marketing campaign. In the final installment of our blog series, we’ll show you how to use your Segmentation data to create a custom direct mail campaign with Banjo.

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