Why Segment Your Lists?

Segmentation is purely based on 'divide & rule' logic. In every email marketing campaign, there is no 'one-size-fit-all' thing. Each segment is different from the other on many things. Dividing or segmenting your email list into smaller groups based on similar characteristics, such as where your subscribers live or what they’ve purchased in the past, can dramatically increase the relevance of your promotional email campaigns. According to a study by the email service provider MailChimp, for example, both open and click-through rates improved by over 14% in users’ segmented campaigns compared to non-segmented campaigns. By sending to very focused segments, we’ve seen open rates as high as 80% for some clients. In addition, studies by Jupiter Research have shown that segmenting can bring in up to 10 times more revenue compared to when all subscribers on a list get sent the same message.

Segmentation can also help your deliverability. People are much more likely to open and click-through emails that have relevant information and contain information that the recipients are looking for. Plus, they are less likely to get annoyed and mark your emails as spam.

And the good news is that the technology and tools available today make the customization and sending of your segmented emails easier than ever. So once you’ve determined how to segment your list, the rest is relatively easy.

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