Don’t let this headline put you off, but if you’re not segmenting your list you’re potentially leaving a lot on the table.
Everyone says you should segment your database and it’s been repeated so often it’s taken as read. It’s just common sense, right?
But the latest data analysis from email marketing agency Alchemy Worx shows that this commonly held belief is wrong.
The uncomfortable truth is that any open rate improvement is relatively small until the segment size drops below 5% of your list. If you are using four or five segments there is a good chance the extra campaign creation effort is not bringing you any reward, certainly not enough to cover the additional segmentation costs…
For more on the uncomfortable truth behind segmentation, click here.