Segmented E-mail Campaigns Help Performance in Most Cases
While it may be common knowledge that segmenting e-mail campaigns brings better open and clickthrough rates, that's not always the case, according to a study from Atlanta-based e-mail service provider MailChimp, which was posted on its blog.
For the study, MailChimp scanned its system for customers who have used its list segmentation feature. It found 1,988 MailChimp users who sent 10,691 segmented campaigns to more than 8 million recipients. It compared the e-mail marketing results of those users' segmented campaigns to the results of their nonsegmented campaigns.
When it came to open rates, segmented campaigns registered 14.4 percent better than average. As for clickthroughs, segmented campaigns came in at 14.9 percent better than average. When it came to unsubscribes — or the number of people who unsubscribe after receiving an e-mail — segmented campaigns came in at 0.6 percent worse than average.
This led MailChimp to ask the question: "Why would more people unsubscribe from targeted messages that are supposedly more relevant to them?" MailChimp said one reason may be that the segmented campaigns were sent in addition to normal batch-and-blast campaigns, which resulted in annoying duplicate messages.
When MailChimp users segmented their lists based on a field in their recipient database (such as by customer type or ZIP code) results went way up compared to nonsegmented lists, according to the report.
Customers that segmented their lists based on some type of field, for example, had a nearly 19 percent better-than-average open rate and a nearly 22 percent better-than-average clickthrough rate.
For more details, go to: http://www.mailchimp.com/charts/stats_segmentation.phtml.