Most of what’s circling online about email marketing is wrong.
For example:
SEGMENTATION
Email marketers like to use “segmentation” as the magic pill solution.
Freelancers in FB groups will claim they can boost your open rate from 10% to 40% by collecting zero and first-party data to segment the subscribers by interests.
I’ll show you the flaw in this argument, but first…
Let me tell you an idiom –
In the past, there was an old man who bred monkeys. One day, he told the monkeys he would give them three acorns at breakfast and four at dinner.
The monkeys were PISSED.
“Ook-ooook-ookkkk-ook”
(translate: That’s not enough)
The old man thought for a moment and replied…
“Fine. I’ll give you four in the morning and three at night.”
The monkeys were happy—winning the bargain.
😈
…
…
“Huh?”
“Why the evil villain grin?”
The segmentation gurus are treating you like monkeys.
Let me lay it out for you:
* Originally, you are emailing 10,000 people with a 10% open rate
* This means ~1,000 subscribers are reading your email
* The freelancer creates a segment of 2,500 “active subscribers”
* They email the segment—getting ~1,000 subscribers to read
* Voila! You’re now looking at 40% open rate
MAGIC
…
…
Come on
You’re not boosting the open rate.
You’re just sending less.
You can get the same result by DELETING all subscribers who didn’t engage in the last 60 days… (and at least you pay less for your Klaviyo plan)
That’s called “cleaning your list.”
The truth is –
Segmentation by interest does not make sense.
Take you, for example. You are in a different mindset at 6 a.m. vs. 6 p.m. You are thinking about various problems on Monday vs. Friday.
Your customers might be most interested in “beef” right now…
…but crave “chicken” two hours later.
But if you segment them as “beef prospects” and only send them beef promo… then you’re missing out on many opportunities.
That’s why you never segment your list with interest.
(you can have flows triggered by interest/clicks, but that’s not a segmentation)
With that being said…
How can you boost your open rate without sacrificing sending less?
Schedule a call with me 👇
https://wuyenhsu.com/blueprint
I’ll share my secrets with you.
Cheering for you,
– WYH