Back to the Basics: List Segmentation
Back to the Basics: List Segmentation
“Email is all about sending the right message at the right time to the right audience” is the most Captain Obvious quote I have ever heard. Let’s be honest, to some the right audience is the whole list and to others, it’s a hyper segment of 74 subscribers. List segmentation takes on many forms depending on the email world you live in and it can be downright scary to think about how to pull off a content messaging strategy within your program with a couple hundred segments.
I think it is fair to say that a good segmentation strategy can pay dividends in the long run. In fact, MailChimp put out some statistics back in 2015 that said segmented campaigns got 14.7% more opens and 63% more clicks. While that sounds extremely promising, some people I have spoken with in the past have questioned me about the number of segments that a brand should have....
