list segmentation | Trendline Interactive

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....

74 Segments Gets You To The Back Of The Email Bus When I was young, the cool kids sat at the back of the bus. They would do all sorts of cool things according to us kids who were not invited back there. In fact, we all thought that they were better than us and they were reaping some rewards that we could never get. Truth of the matter is, they got to school at the same time, technically were the last to get off the bus, and 35+ years later it doesn’t really matter anymore. Last week during a conversation with a colleague of mine, we started to discuss segmentation. After several rounds of posturing, she ended up spilling the beans that her program has 74 segments which included customers and non-customers (along with all of the email engagement tiers). After I cracked some smart ass joke about the sheer number of segments, I asked her “why so many?” Her answer...

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