From strategy development to segmentation to best practices—we show you what it takes to drive an increase in email revenue during the busy holiday shopping season.
Check out this excerpt from Part 3: Create a Segmentation Strategy & Get Personal.
The key to giving people what they want is segmentation and personalization.
Segmentation is simply breaking out your massive email list into smaller, like-minded groups. This strategy is extremely important to ecommerce email success. Research conducted by MailChimp shows that segmentation:
Increases open rates by 14%
Improves clickthrough rates by 15%
Reduces bounce rates, spam report rates
Reduces unsubscribe rates
So how detailed should you get with segmentation? Some markets go into hyper-segmentation and some choose to stay at more broad levels.
The key is simply doing it, measuring it, and getting better at it.