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    Strategy

    Segmentation

    Dividing your email list into smaller groups based on behavior, demographics, or interests.

    Segmented campaigns out-perform broadcasts on every metric: opens, clicks, conversions, and unsubscribes. Common segments: new subscribers, engaged-in-last-30-days, lapsed, customers vs prospects, by location, by purchased product. Tag-based ESPs (Kit, ActiveCampaign) make segmentation more flexible than list-based ones (Mailchimp, Constant Contact).

    Related terms

    Automation (Drip / Sequence)

    A series of emails sent automatically based on subscriber behavior or time triggers.

    Tag

    A label attached to a subscriber that describes their behavior, interests, or attributes.

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