Segmenting the Send

The Win Win

Email marketing is a surefire way to increase your brand awareness. Great content sent to your subscribers reaps great rewards.

But too much of a good thing is a bad thing.

Advertising or Marketing or ?

Far too many practices set up a campaign, get a nice open rate and then send that same campaign to everyone again. And again. And sometimes again. That's over-send and it's a great way to teach your subscribers to ignore your emails.

If you aren't guilty of over-send, but you're worried that some subscribers missed your email since they didn't open it, it's reasonable to want to attempt a 2nd touch on the shoulders.

And that's a smart step. You just want to do it the right way. And the right way is through segmenting.

Segmenting?

Yeah, segmenting. There are a dozen ways to do it, but at the simplest level segmenting means NOT sending the same email over and over to the same people who have already seen it, opened it, clicked within it.

Segmenting lets you resend to subscribers who may have simply overlooked your email or didn't have time to read it when they got and forgot about it.

Additional segmenting lets you send focused email campaigns to a target list that's already showed interest via a previous email interaction.

There's even more segmenting that lets you send out a specific offer or additional content when a subscriber clicks on a page or photo in your website once they've visited your site by way of an email.

In any instance, at the very least, be considerate. Don't resend the same old email over and over to subscribers. Use your segmenting options and leave the harassment tactics to your competitors. Your readers will be grateful.