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.
Below, additional key findings from the report.
Segmentation by Merge Field
Segmentation by merge field (e.g., customer type, ZIP code, job title) is the most popular type of email list parsing by MailChimp customers.
Click rates for campaigns sent to lists segmented by merge field are significantly higher (+55%) than click rates for non-segmented campaigns sent by the same brands.
Segmentation by Interest Groups
Email campaigns sent to lists that are segmented by interest (e.g., a grouping a consumer self-selects, such as favorite music genre), also have significantly higher click rates (+75%) than email campaigns sent to lists that are not segmented.
Segmentation by Subscriber Activity
Email campaigns sent to lists that are segmented by subscriber activity (e.g., the most-engaged or least-engaged members of a list) have lower average bounce rates (-9%) than unsegmented campaigns, but they have higher average abuse report (+10%) and unsubscribe (+5%) rates.
About the research: 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.
Oh, boy. The dreaded sign up form.
Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may also like:
- Seven Crucial Marketing Automation Workflows You Need for Building Campaigns
- 10 Email Marketing Do's and Don'ts for Campaign Success [Infographic]
- Five Steps for Leading Email Marketing Through Change and Crisis
- How COVID-19 Affected Email Benchmarks in 19 Industries in Spring 2020
- COVID-19 and Email Marketing: What to Do When Reopening Is on the Horizon