Email campaigns are not one-size-fits-all. Avoid recipient fatigue by segmenting your subscriber list and tailoring your emails accordingly. Your conversions will thank you.
Since he stopped "square-pegging, round-holing", Chris Hexton of Vero has seen a 450% increase in conversions — from 2% to nearly 8%. Chris broke his subscriber list into groups based on four attributes:
Then he tailored the tone and style of each email to fit the specific segment. Here at IH we're big fans of email segmentation — our users choose from 8 specialized newsletters (like this one). This has allowed us to double the number of emails we send, increase our open rate, and provide more value to our community.
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