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.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji