White board marker writing "AUDIENCE" for someone thinking about email audience segments

Email has managed to stay one of the strongest digital marketing strategies for small and large businesses. However, just like any digital marketing, it succeeds best when it fosters engagement from its audience. An essential strategy for building email engagement and improving KPIs (key performance indicators) is audience segmentation and creating tailored emails. We’ll explain what exactly email audience segments are and the best strategies for finding and reaching them.

What are Email Audience Segments?

Your email audience is another term for those who receive your emails. This can include your newsletter subscribers as well as those customers who receive notifications about their orders, favorite products, or cart updates. While all your audience shares the commonality of having interest in your business, they’re a diverse collection of individuals. Email audience segmentation splits that audience into segments or groups. It then targets those groups with emails that are more specifically tailored to who they are. 

Creating emails that reflect your audience’s different interests or concerns results in emails with much higher engagement rates. In fact, alongside personalization, audience segmentation is the most effective strategy for improving email performance. It doubles open and click rates, halves unsubscribe rates. Plus, email audiences with high segmentation can have up to 3x their ROI (return on investment).

Segmentation Strategies


One of the first ways you can begin segmenting your email audience is demographics. These include age, gender, location, and other basic details about that person. This can be extremely useful information because you may provide products or services that email to different demographics. For example, a clothing store may sell products for men and women. That business will likely want to send emails about women’s products to a feminine segment of their audience, and men’s products to a masculine segment. Similarly, if a business is hosting an event in a certain area, it is better to send an email only to those audience members who live nearby and could reasonably attend the event.


Psychographic information is like demographics since it focuses on individual people. However, rather than personal information that reflects what part of the population they are, psychographics focuses on their individual minds. These include their interests, lifestyle, and values. For example, some of your audience may prefer more luxurious or extravagant items while others are more frugal. That could represent their financial situation, but it can also just be indicative of their own tastes. As a result, the prior group may respond better to emails that highlight a product’s elegance and opulence. The latter group may engage better with emails that tell them about deals or value incentives. Alongside their demographics, psychographics plays a key role in how customers choose to purchase products or services, and thus what emails they open and click on. Therefore, they are a useful method to segment your audience for determining how and what you communicate to each. 


While demographics and psychographics focus on individuals, firmographics focus on the details of an entire company. These include information like a company’s size, type, structure, industry, location, and more. Firmographic details are especially useful for B2B (business to business) and SAAS (software as a service) businesses since their clients are companies rather than individuals. Just like demographics or psychographics, you can use firmographics to create emails tailored to groups of companies that would be more interested in specific subject matter.

Getting All Those -Graphics

Demographics, psychographics, and firmographics are all excellent for creating audience segments. However, you need this information to use them. Some of these can be gathered when individuals or clients create an account to purchase products or services from your business. Your email marketing service, such as Klaviyo, can also retrieve some of this information from cookies and third-parties like Google to help flesh out demographics and firmographics. However, other information such as psychographics can be more difficult to obtain. For these, a newsletter sign-up form or survey with some incentive (e.g. a small discount or contest entry) can help gather this critical information for effective audience segmentation.

Behavioral Information

The most useful information you can obtain about your audience is from how they interact with your business’ website, digital storefront, and emails. Behavioral information considers things like purchase history, product/service page visits, as well as email open rates, click-through rates, and even what they click. All of this helps create a more detailed customer profile, allowing you to highly segment your audience and create specifically tailored emails. 

Demographics and psychographics help you contextualize members of your audience, but behavioral data helps you truly understand their interest in your business. For example, that same woman who shops at the clothing store may only buy men’s clothes for her partner or family. As a result, she will instead engage more with emails about men’s clothing. Demographic information can tell you what kind of person someone is; it’s behavioral data that will tell you what kind of customer someone is.

Collecting Behavioral Data with Email Marketing Tools

While demographics can be sourced from elsewhere, behavioral data will be primarily your responsibility to collect. Thankfully again your email marketing service, like Klaviyo, will make that possible. These services will record detailed performance metrics about emails and each audience member. They’ll know exactly who opened emails and where they clicked. These email marketing services can also be connected to your website to help track their behavior there. This could include purchases, product following, and even page visits to get a full picture of every customer.

Creating Segments

Collecting data is just the first step. After you’ve assembled these details about your audience, you or an expert in email marketing will then need to analyze the data to create effective email segmentation. Some of those segments will be based on specific product or service groups. Others will be based on their purchase history or email engagement rates. Lapsing customers or email subscribers can be placed into a segment that tries to regain their attention and engagement. Those who are consistently engaged and/or are in a high spending tier might be put into a VIP segment with emails that provide special offers, keeping them loyal to and engaged with your business. This can even be attached to a loyalty program that helps identify and automatically rewards such VIPs.

Starting with the Basics

Now younhave the essentials for understanding email audience segments and why they’re so effective at building better engagement. It can seem like a lot of effort, but it more than pays off in boosting your emails’ KPIs and ROI. If you want to know more about email audience segments, how to create them, or the best strategies for tailoring emails to them, be sure to chat with our digital marketing team

Two women collaborating on a laptop to optimize a Google ad landing page for better results.

We repeatedly talk about how Google Ads are great for small businesses. Their scaling budget, focused targeting, and clear metrics make them a versatile option. Once you’ve set up effective Google Ads, you’ll be able to direct users to a landing page on your business’ website. That landing page has just as important a job of ensuring potential customers continue on to purchase your products or services. We’ll explain how you can optimize your Google Ads landing pages for better results.

What is a Landing Page

A landing page is a page on your website where a user ends up when they click on a digital marketing campaign like a social media post or Google Ad. It’s where the user “lands” in their digital flight. The landing page ensures those who are interested in the marketing campaign maintain that interest and direct them to complete the desired actions. This could be to purchase a certain product, hire your business’ services, have them sign up for a newsletter, attend an event, etc. Your Google Ad’s job was to increase awareness about your business, its services, or its products and convert them to visit your website. The landing page continues that conversion process by providing a friendly and focused welcome with clear directions to keep going.

How to Optimize and Improve Your Landing Pages

Just like with any digital marketing, there are various strategies to consider when optimizing your landing pages to improve their performance. Here are some of the key strategies along with examples that represent these best practices.

The Right Page for the Right Ad

Unlike your home page, a landing page has a more precise job. It welcomes a user who has come for a specific reason through a specific Google Ad. Therefore, you don’t want an overly generic landing page that will leave users lost. Tailor the landing page to each ad or type of ad. For example, a Google Ad for a certain product or service should land the user on that product or service request page. If a user follows a link to sign up for a newsletter or event, the landing page should be the form to join. If users don’t arrive on a corresponding landing page, they are only likely to get confused, frustrated, and leave.

Concise and Effective Copy

Another way a landing page can potentially confuse any new arrivals is by being full of words. Users have come with a specific purpose, and a landing page should have clear and simple messaging that provides pertinent information. Keep copy concise to be the most effective. Wordiness or jargon could lead to confusion and distract a user from completing the conversion that’s your business’ goal. This landing page from FeminaHealth is a great example. Notice how the simple copy effectively communicates the information with distinct formatting that clearly directs the user to the next step.

Clear Call to Actions

Along with that direct and concise copy, you will want a clear and prominent call to action on any landing page. This will make it clear to a user how to proceed when they arrive on the page, optimizing its performance. On a product page, this will be a clear button like “Add to Cart”. On a newsletter or event signup, these calls to action could be a “Fill the Form” in prominent text with a clear “SUBMIT” button at the bottom. These clear calls to action help direct a user to continue from the landing to the next critical steps in the process. This landing page from Goldberg Centre Vision Correction for booking a consultation is a perfect example of a prominent call to action that directs any landing arrivals.

Cohesive Branding Between Google Ad and Landing Page

An important element of designing any optimized landing page is making sure it is consistent with the rest of your digital branding. When a user arrives at a landing page, they want the space to be familiar and expected. If they arrive at a page that doesn’t match the Google Ad visually and verbally, they’ll be confused or even worried they’ve been taken to the wrong place. That’s why it’s best practice that your landing page has cohesive branding. The space should seem familiar and right, and so should be custom-designed to match the visuals, tone, and style of your business. A great example of this strategy is this landing page from talkspace, where the branding is clear in the page’s logo, colours, and the tone of its copy.

The Best Landing Page is One They Don’t Walk Away From

Now you know some of the best practices for optimizing and improving your Google Ads landing pages. You want a landing page to provide a clear, directive, and familiar experience for any user arriving there. Its job is to keep users there and in contact with your business, not scare them off. If you want more tips for designing your landing pages or want some optimized pages designed for you, contact our advertising and web design teams at Rosewood, who are masters of sticking the landing. 

Woman using laptop to review search quality ratings

Search engines like Google have a tough job of trying to deliver the most useful and relevant results from all over the internet to its users. A huge part of how they establish a hierarchy for delivering those results is search quality ratings. These ratings are extremely important to the SEO and discoverability of a business’s website. We’ll discuss what search quality ratings are, why they’re important, and the metrics behind these important numbers.

What Are Search Quality Ratings

Google works with over 16,000 external search quality raters to determine the search quality of a page or website. These raters examine the quality of results for internet searches to determine if the results are relevant and/or useful for users. These quality ratings are important for Google and other search engines because they ensure they function optimally. If search engines failed to provide relevant and useful results, people would stop using them.

Why a High Page Quality Matters

On the simple side, providing a high-quality web page means you are providing users with a quality experience on your website. However, that search quality is also an important metric for how Google generates search results. Pages with high quality will be given priority in search results, while those with low or failing quality will be delisted from searches entirely. Considering that Google still provides over 83% of all internet searches, it’s a serious concern if your pages aren’t being listed. Ensuring you meet Google’s quality expectations means that your website is optimized for search engines and is discoverable.

How Google Defines Search Quality

Since it works with so many quality raters, Google provides a thorough, 176-page document explaining how search should function and what kind of results should be returned for an acceptable quality. There are certain major criteria that search quality raters consider when determining the quality of a page: purpose, content, and its EEAT.

A Page’s Purpose

First, raters consider why the page was created and what is its main job is. They want to determine whether it does this job in a way that is beneficial for those accessing the page. Some of the main beneficial functions are sharing information or content, expressing an expert perspective, providing a place for others to share points of view, selling products or services, and entertainment.

A Page’s Content

When considering search quality, Google divides a web page’s content into three groups: main content, supplementary content, and ad content. 

  • Main Content is any of the content that is central to the page accomplishing its purpose. That will be the articles or the entire article itself on a blog page. On a business page, that main content could be services with descriptions or products with images and prices. This main content is a huge component of the quality rating. 
  • Supplementary content is anything that improves or aids the user’s experience. These can include navigation aids, links to articles or other pages, or even comment or review sections. If designed well, they add to a page’s overall rating; if designed poorly, they will reduce it. 
  • Ad content is any kind of content that is sponsored. These are less typical on business and nonprofit sites, but they are still a key part of the quality rating. Even if you did not make the advertisements, their quality will affect your page’s rating if the raters find them excessive, obtrusive, deceptive, or distracting.

The EEAT Rating

Google has search quality raters who consider a page’s experience, expertise, authoritativeness, and trust (EEAT) for its content and purpose. The major search engine puts special emphasis on that last one: trust. To determine the EEAT of a web page, raters need to consider the knowledge of the content’s creator(s) and the reputation of the website’s owner(s). This metric is especially important for pages that Google defines as “Your Money or Your Life” (YMYL) pages. These are web pages whose purpose or content can impact a person’s or society’s health, financial stability, or safety and well-being. Google considers these pages important and has search quality raters subject them to high scrutiny. Their EEAT rating needs to be thoroughly validated to obtain a high-quality ranking.

The Research for Quality Starts with Your Website

Search quality raters can conduct some thorough research to verify a page’s EEAT. To determine your website’s reputation and expertise, raters will search through the website for pertinent information. This will include information about your business, its owners, and staff, and look for any contact information to further verify the page’s credibility. As a result, these are all important things to include on your website in an “About” and “Contact Us” page.

Quality raters will similarly research any named creators of the content. That includes reading reviews about the website or business. The rater will also research whether the business or website is recommended by experts, mentioned in news articles, or has received any awards. Again, including or linking that information on your website will help make the rating process easier and increase your business’ trustworthiness for both quality raters and prospective customers/clients.

Designing for Quality

Search quality ratings are vital to your website’s SEO, which is why you want to design a website with high-quality pages. Without suitable page purposes, quality content, and a good EEAT rating, pages can remain undiscoverable. A poor-quality rating will severely reduce a business’ discoverability since many pages on a website are designed for SEO to increase discoverability. This is especially why blogs on websites need to be well-written and accurate. Their content needs to meet quality standards, or it will begin to negatively impact the reputation and trustworthiness of a website and overall decrease its quality rating. If you’re interested in improving the quality of your web pages or designing an entirely new quality websitecontact us at Rosewood Marketing.