And then we have the vast majority of cases, where no segmentation is conducted whatsoever. You have probably received tens of thousands of emails from businesses who do not segment their subscriber list.
Most of us aren’t going to apply a Big Data solution to email marketing, and for good reason — we don’t need to. Email marketers obtain the vast majority of benefit from simple segmentation techniques. Once we start adding considerable complexity to a simple segmentation strategy, we rapidly run into a law of diminishing returns.
I have segmented many email subscriber lists. In these projects, there are three segments — or three customer audiences that can be utilised repeatedly to provide financial gain. I call the segments super-engaged, engaged, and not-engaged.
These email subscribers either purchase because of receiving an email campaign (usually in the past year), or have clicked through two or more email campaigns in the past three months. Most often, the super-engaged audience is comprised of the best 5 percent of your email subscriber list. These users generate the majority of clicks, and are responsible for a disproportionate amount of sales.
These email subscribers have interacted with email marketing at least one time in the past twelve months, though the timeframe can be flexibly defined. This segment comprises about 10 percent of your email subscriber list. Engaged audiences perform much better than the balance of your list. It’s common that seventy percent or more of all clicks in a marketing campaign come from the super-engaged and engaged segments combined.
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