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  • Nicolas Wegener

Maximizing the Effectiveness of Your Email Marketing with Segmentation and PMS Integrations

Using segmentation to group your contacts based on their interests and characteristics can greatly improve the effectiveness of your email marketing campaigns. By dividing your contact list into smaller, targeted groups, you can create more personalized and relevant messaging that resonates with each group. This can lead to higher engagement and conversion rates, as well as better customer experiences.



One study by Litmus found that segmented email campaigns have an open rate 14.31% higher than non-segmented campaigns, and a click-through rate 100.95% higher. This demonstrates the significant impact that segmentation can have on the performance of your email marketing efforts.


In addition to the benefits of segmentation, smaller, targeted email campaigns can also be more effective than larger, generic campaigns. By sending targeted emails to specific groups, you can tailor your messaging to the specific interests and needs of those groups. This can result in higher engagement and conversion rates, as well as a better overall response to your campaigns.


Integrating your email marketing platform with your Property Management System (PMS) can provide even more advanced segmentation opportunities. By connecting your PMS with a platform like SendSquared, you can easily import contact and reservation data into your email marketing platform. This allows you to segment your contact list based on reservations and interests associated with those reservations, allowing you to create even more targeted and personalized messaging.


Some key benefits of using segmentation and targeted email campaigns include:

  • Improved email deliverability: By sending targeted emails to smaller groups, you can reduce the risk of your emails being marked as spam. This can improve the overall deliverability of your campaigns.

  • Higher engagement and conversion rates: By creating more relevant and personalized messaging, you can increase the chances that your emails will be opened and acted upon by your contacts.

  • Better customer experiences: By targeting your emails to specific groups, you can create a more personalized and relevant experience for your customers. This can lead to increased customer loyalty and satisfaction.

  • Increased ROI: By targeting your emails to specific groups, you can create more effective campaigns that drive better results and a higher return on investment.

Integrating your PMS with an email marketing platform like SendSquared can provide even more advanced segmentation opportunities, allowing you to create even more targeted and personalized messaging based on reservation and interest data.

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