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The Impact of Email List Segmentation on Engagement

by Ayaz Nanji  |  
February 13, 2017
  |  2,374 views

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.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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

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