Segmented email campaigns have, on average, significantly higher open and click rates—and significantly lower bounce, abuse, and unsubscribe rates—than non-segmented campaigns, according to recent research from MailChimp.
The report was based on data from 11,000 segmented campaigns sent by 2,000 MailChimp customers to nearly 9 million recipients. The researchers compared the performance of each brand's segmented campaigns with the performance of that same brand's non-segmented campaigns.
Segmented email campaigns have higher average open rates (+14%), unique open rates (+11%), and click rates (+101%) than non-segmented campaigns sent by the same brands, the analysis found.
Campaigns that are segmented have lower average bounce rates (-5%), abuse report rates (-4%), and unsubscribe rates (-9%) than those that are not segmented.