Summary
There's a general consensus that segmenting email lists based on engagement is an effective strategy to improve deliverability. By targeting highly engaged subscribers, you're likely to see higher open rates, click-through rates, and conversions, which positively impacts your sender reputation. Several sources also highlight the importance of managing less engaged subscribers through removal, suppression, or re-engagement campaigns. While some caution against over-segmentation leading to complexity, focusing on engagement benefits deliverability and ROI. Maintaining clean lists and good list hygiene is often mentioned as key to ensure successful email deliverability.
Key findings
- Engagement Improves Deliverability: Targeting highly engaged subscribers results in increased positive signals to ISPs, improving deliverability.
- Segmentation Enhances ROI: Sending targeted content to specific groups increases engagement and, as a result, enhances ROI.
- List Hygiene is Crucial: Regularly cleaning lists by removing inactive subscribers helps protect sender reputation and prevents deliverability issues.
- Management of Unengaged: Segmenting out and suppressing unengaged users safeguards your reputation.
- Complex Segmentation can be detrimental: Be wary of over-segmentation which can be complex and has the potential to hurt deliverability.
Key considerations
- List Cleaning Practices: Implement regular list cleaning to remove inactive subscribers.
- Segmentation Strategy: Determine if segmentation fits your sending profile, as it might not be necessary for all senders.
- Re-engagement Campaigns: Consider re-engagement campaigns for inactive subscribers before removing them.
- Content Relevance: Ensure content is tailored to specific segments to maximize engagement.
- Bounce and Complaint Management: Effectively manage bounces and complaints to further protect sender reputation.
What email marketers say
13 marketer opinions
The consensus among email marketers is that segmenting email lists based on engagement levels is generally an effective strategy for improving deliverability. By targeting highly engaged subscribers with relevant content, marketers can increase open rates, click-through rates, and conversions, which positively influences sender reputation and helps ensure emails land in the inbox. Several experts point out that this strategy also involves identifying and managing less engaged subscribers, either by removing them, suppressing them, or attempting re-engagement campaigns. While some sources caution against overly complex segmentation, the overarching theme emphasizes that focusing on engagement benefits both deliverability and ROI. However, one expert noted it's primarily useful in specific circumstances as a reputation rehab tactic, not for everyday mailing. Furthermore, maintaining good list hygiene is a parallel, crucial activity.
Key opinions
- Improved Engagement: Segmentation leads to higher open rates, click-through rates, and conversions by targeting the most receptive audience.
- Enhanced Deliverability: Increased engagement positively impacts sender reputation, helping emails reach the inbox more reliably.
- Reputation Management: Segmenting out or suppressing unengaged contacts prevents deliverability problems and maintains a positive sender reputation.
- ROI Improvement: Segmentation allows for more relevant emails, directly increasing ROI while indirectly supporting deliverability.
- Reputation Rehab: Segmenting high engagers can be used as a tactic to improve reputation over time if rate limited. Useful in limited circumstances.
Key considerations
- List Hygiene: Regularly clean your list by removing inactive or unengaged subscribers to maintain good sender reputation.
- Complexity: Avoid overly complex segmentation that can lead to management difficulties and redundant segments.
- Re-engagement: Consider re-engagement campaigns for inactive subscribers before removing them from the list.
- Targeted Content: Ensure content is tailored to the specific segments for optimal engagement and deliverability.
- Overall Engagement: The overall engagement level of the entire mailstream is important and this must be considered.
Marketer view
Marketer from Email Geeks shares that good clients have seen improvements by sending first to the most engaged, then later to moderately engaged subscribers, but overall engagement of the mailstream is key.
17 Sep 2024 - Email Geeks
Marketer view
Email marketer from Campaign Monitor shares that email segmentation increases engagement which can improve deliverability. By targeting specific groups with tailored content the user is more likely to have the email land in their inbox.
10 Jun 2024 - Campaign Monitor
What the experts say
3 expert opinions
Experts offer mixed perspectives on segmenting email lists by engagement for deliverability. One expert suggests it is overused and typically only helps marginal senders while another says that it depends and that good list hygiene and pruning are also important. All agree list cleaning is a crucial element for email deliverability.
Key opinions
- Segmentation Effectiveness: The effectiveness of segmentation varies; it may not benefit all senders and is often overused.
- List Hygiene: Regularly cleaning email lists by removing inactive subscribers is crucial for deliverability.
- Segmentation Costs: Segmentation can complicate things and incur costs, particularly for those without the specific issues it aims to address.
Key considerations
- Sender Situation: Assess whether segmentation is necessary for your specific sending situation or if it is a general recommendation.
- List Maintenance: Prioritize consistent list maintenance by pruning inactive addresses and implementing re-engagement campaigns.
- Cost-Benefit Analysis: Weigh the costs and complexities of segmentation against the potential benefits for your deliverability.
Expert view
Expert from Word to the Wise (Laura Atkins) shares that cleaning email lists regularly is crucial for email deliverability. She recommends removing inactive subscribers to protect your sender reputation and also speaks about segmentation.
17 Apr 2023 - Word to the Wise
Expert view
Expert from Email Geeks explains that the tactic is often used by marginal senders. It doesn't hurt deliverability for those who don't have the issue it's designed to solve, but complicates things and costs money.
11 Nov 2022 - Email Geeks
What the documentation says
4 technical articles
Email deliverability documentation from Google, Microsoft, SparkPost, and Amazon SES emphasize the importance of list hygiene and sending emails only to engaged users. While not always explicitly mentioning engagement-based segmentation, the guidance strongly suggests removing or suppressing inactive subscribers, managing bounces and complaints, and maintaining a clean list to protect sender reputation and prevent deliverability issues.
Key findings
- List Hygiene: Maintaining a clean email list is crucial for a good sender reputation and deliverability.
- Engagement Focus: Sending emails only to users who want them (engaged users) helps avoid deliverability issues.
- Suppression: Removing or suppressing inactive subscribers can prevent deliverability problems.
- Reputation Protection: Managing bounces and complaints is essential for maintaining a good sender reputation.
Key considerations
- Proactive Cleaning: Regularly clean email lists to remove unengaged or inactive subscribers.
- Feedback Loops: Monitor bounces and complaints, and promptly remove recipients with negative feedback.
- Informed Consent: Ensure recipients have actively opted-in to receive emails to avoid unwanted messages and spam complaints.
- Segmentation Strategies: Consider using engagement-based segmentation to target active subscribers with relevant content while managing inactive users.
Technical article
Documentation from SparkPost highlights that maintaining a clean and segmented list is crucial for deliverability. Sending to engaged subscribers increases positive signals to ISPs, while segmenting out and suppressing unengaged users protects your reputation.
11 Oct 2021 - SparkPost
Technical article
Documentation from Microsoft emphasizes the importance of list hygiene for maintaining good sender reputation. While not explicitly mentioning segmentation, it supports removing inactive or unengaged subscribers to prevent deliverability problems.
15 Jul 2024 - Microsoft
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