Send at least 2/3 of your campaigns to segments
According to our annual segmentation benchmark report, messages sent to highly targeted groups of people perform better than messages sent to non-segmented lists. In fact, messages sent to targeted segments return 3 times the return on investment (ROI) of messages sent to lists. Sending at least ⅔ of your campaigns to segments rather than lists will help you get the most out of your campaigns and make sure the right people are receiving the right marketing content.
According to best practices, use the following general guidance to build your campaign sending strategy:
- Send 70% of campaigns to engaged profiles only
- Send 20% of campaigns to a broader audience
- Send 10% of campaigns to your whole mailing list
Consider reserving sends to your entire mailing list for major sales, important promotions, or product launches.
Sending a promotional campaign to a segment of VIPs in Los Angeles
Create tailored audiences for strategic sends
Use customer purchasing and engagement activity to create customer persona segments. Considering your typical purchasing frequency and tailor your customer personas to a timeline appropriate for your brand. Tailor your segments based on monetary value appropriate for your brand as well. For instance, a furniture brand will have a higher average order value and longer time between orders than a stationery store, simply based on the nature of the products each brand sells.
The exact segments you create will depend on your brand. Here are a few to consider starting with:
- High roller
- Brand enthusiasts
- Potential high rollers
- Potential enthusiasts
- Nearly theres
- Waiting for wows
These segments have been proven to be effective in converting customers and maintaining existing customer loyalty. Learn more about these customer persona segments.
Exclude unengaged subscribers
Unengaged subscribers are those who are not interacting with content from your brand. Create a segment of customers who have not opened nor clicked any emails from your brand.
Exclude this segment from the majority of your campaign sends, except for major sales and product launches.