Segmenting your newsletter means breaking the list of your subscribers into separate sub lists. When asked whether to have more than one list or not, my answer will always go towards the strategy that takes the least amount of work with the most impact. The quickest way to reach a targeted audience online is through e-mail marketing. Decide how important it is to break up your list with your company’s future goals in mind. A well thought out plan will save on efforts for years to come.
List segmentation allows a marketer to target the messaging based on the readers’ interest and needs. Consider how to make the e-mail campaigns more relevant and write to those audiences. By categorizing your audience based on their specific interests provide value to each separate audience. List can also be separated by location and frequency of communication.
Dividing your list of subscribers has been found to increase engagement and overall performance of email campaigns. Successfully connecting with the correct audience is the first step to many other benefits, such as getting more email newsletters opened and ultimately inspiring more consumer action.
MailChimp, one of the leading e-mail marketing services, found that segmented campaigns had:
- Opens 14.444% better than the list average
- Clicks 14.994% better than the list average
- Bounces 0.803% better than the list average