One of the biggest mistakes many businesses make with their mailing list is sending the same email to everyone, all of the time.
If you think about it, not every subscriber on your mailing list is equal. You’ve probably got a mix of potential customers (those that haven’t made a purchase yet), new customers (those who have just made their first purchase), loyal customers (those who have made many purchase), and former customers (those who haven’t made any purchase in a while).
On top of that, if you sell items in different categories (for example, women’s clothing, men’s clothing, and kids clothing), do you think every subscriber is interested in all of those products? Do you want to send the same message to all of these people? Of course not.
While you can’t customize an email specific to every subscriber on your list, you can create emails based on specific criteria using segmentation. In this post, we’ll look at different ways to segment your mailing list in order to increase engagement and conversions.