Why does my manager disagree with segmentation when my click rates are low?

The difference lies in perspective: your manager likely focuses on the total number of clicks or list size . Your focus is on the click rate , which is a measure of engagement efficiency. Explain that a higher click rate from a smaller, engaged audience is more valuable than a low click rate from a large, disengaged one, as it leads to better conversions and protects your sender reputation.

How does audience segmentation actually improve click rates?

Segmentation improves click rates by delivering more relevant content to specific audience groups. When content aligns with subscriber interests, they are more likely to open and click. This directly contributes to a healthier sender reputation and better deliverability, helping you improve email inbox placement .

Why is it important to run sunsetting campaigns and remove unengaged subscribers?

Sunsetting campaigns are crucial because sending to inactive subscribers can damage your sender reputation . Low engagement from these contacts signals to ESPs that your content isn't valued, increasing the risk of your emails landing in spam or hitting spam traps . Removing them cleans your list, improves overall engagement rates, and protects your deliverability.

How can I convince my manager that a smaller, more engaged list is better?

Present data comparing campaign performance between segmented and non-segmented sends. Focus on the ROI and business benefits , such as higher conversion rates and reduced costs from sending to disengaged users. Emphasize that a smaller, engaged list is more profitable. See more on how to persuade management to remove unengaged subscribers .

How can I improve email click rates when my manager disagrees with segmentation and sunsetting campaigns? - Sender reputation - Email deliverability - Knowledge base

Dealing with a manager who doesn't see eye-to-eye on email marketing strategies, especially concerning segmentation and sunsetting campaigns, can be incredibly frustrating. I've been in situations where the numbers clearly pointed to one path, but internal resistance made it feel like an uphill battle. My email click rates have been stuck at 0.31% for over a year, with a 59.35% unique open rate, 0.26% unsubscribe rate, and a 0.02% complain rate. While the delivery rate looks high at 99.80%, these low engagement metrics are a clear red flag that something needs to change.

The core of the disagreement often comes down to a fundamental difference in how success is measured. Many managers prioritize raw numbers, like the total number of clicks or the size of the email list, over critical engagement rates. This perspective overlooks the long-term damage that low engagement can inflict on your sender reputation and overall deliverability. It's not just about getting emails into the inbox, but ensuring they are opened and, most importantly, acted upon.

The goal isn't just to send to as many people as possible, but to send relevant content to an engaged audience. Sending to unengaged subscribers can drag down key metrics like click-through rates, even if open rates seem decent. It can also lead to higher spam complaint rates and, eventually, blocklisting (or blacklisting), harming your ability to reach even your most valuable subscribers. The challenge is showing how seemingly smaller, more engaged lists actually lead to better business outcomes.

The power of segmentation

One of the most effective strategies for improving email click rates is through audience segmentation. This involves dividing your subscriber list into smaller, more specific groups based on their demographics, behaviors, or preferences. Instead of sending a generic message to everyone, you tailor your content to resonate with each segment, making the email far more relevant to the recipient.

When recipients receive emails that are highly relevant to their interests, they are much more likely to open them and, crucially, click on the calls to action. This isn't just about boosting the percentage; it's about driving more meaningful engagement and conversions. It's a fundamental principle of effective email marketing, directly impacting revenue and engagement.

For example, you might segment users who frequently click on product updates separately from those who only engage with promotional offers. By sending product-focused content to the former and sales-driven content to the latter, you increase the likelihood of clicks from both groups. Mailchimp also emphasizes the importance of segmenting emails to improve click-through rates, highlighting how targeted content performs better. You can find more on the ways to improve your email click through rate in their resources.

The blanket approach

Sending the same email to every subscriber, regardless of their past interactions or interests. This often leads to lower overall engagement.

Content relevance: Less personalized content means fewer clicks.
Sender reputation: High unsubscribe and spam complaint rates can harm your sending domain reputation.

The segmented approach

Dividing your audience into smaller, targeted groups to deliver highly relevant and personalized content. This significantly boosts engagement.

Content relevance: High personalization leads to increased clicks.
Sender reputation: Lower complaint rates and improved deliverability due to better engagement.

Why sunsetting is crucial

Sunsetting campaigns, or re-engagement campaigns followed by removal of inactive subscribers, are critical for maintaining a healthy email list and preventing your domain from being added to a blocklist (or blacklist). Unengaged subscribers can severely dilute your overall engagement metrics. Email service providers (ESPs) and internet service providers (ISPs) like

Google and

Yahoo closely monitor engagement. Sending to large numbers of unengaged recipients signals low quality, which can lead to your emails landing in the spam folder or being blocked entirely.

Inactive subscribers also pose a risk of turning into spam traps. These are dormant email addresses that ESPs use to catch spammers. Hitting a spam trap can immediately land your domain on a blacklist, making it incredibly difficult to reach anyone's inbox. Removing these contacts, even if it shrinks your list, protects your long-term deliverability.

A clean list, even if smaller, will yield higher open and click rates, improve your sender reputation, and ultimately lead to better campaign performance and return on investment. It's about quality over quantity. Klaviyo supports this view, stating that cleaning your lists and segmenting can improve click rates.

Best practice for inactive subscribers

Identify inactive subscribers: Define inactivity (e.g., no opens/clicks in 90-180 days).
Re-engagement campaigns: Send a series of emails trying to win them back with special offers or updated content.
Remove unengaged: If re-engagement fails, remove them from your active mailing list to protect your sender reputation. This prevents issues like landing on an email blacklist.

Communicating with management

The key to getting your manager on board is to shift the conversation from raw list size or total clicks to the true impact on business goals. Focus on the money. Explain that improved click rates lead to higher conversions, better return on investment (ROI), and ultimately, more revenue. A smaller, highly engaged list is far more valuable than a large, disengaged one.

I've found it effective to run controlled A/B tests or split sends. Compare a segment that applies engagement criteria against the standard audience your manager prefers. Show tangible results: higher click rates, better conversion rates, and lower spam complaints from the segmented group. This data is hard to argue with, even if the absolute number of recipients is smaller.

Frame segmentation and sunsetting not as reducing reach, but as optimizing the existing reach for maximum impact. Highlight the risks of not doing so, such as ending up on an email blocklist or seeing your emails go directly to spam. Tools like

Outlook's new sender requirements, for example, heavily emphasize engagement.

Remember, the goal is to shift your manager's perspective from a short-term, volume-based view to a long-term, profitability-focused one. Provide clear data and compelling arguments about the benefits of a healthy, engaged email list for the business's bottom line.

Views from the trenches

Best practices

Always link email metrics to tangible business outcomes, such as conversion rates and revenue.

Conduct small-scale A/B tests to demonstrate the effectiveness of segmentation on engagement.

Present data visually, showing the clear contrast between engaged and unengaged segments.

Educate your manager on the long-term impact of poor engagement on sender reputation and deliverability.

Propose a phased approach to implementing segmentation and sunsetting campaigns.

Common pitfalls

Focusing solely on open rates, ignoring the critical role of click rates in driving conversions.

Failing to clean your email list, leading to decreased sender reputation and higher spam complaints.

Prioritizing list size over list quality, which dilutes engagement metrics and wastes resources.

Not having a clear definition of an 'unengaged' subscriber and a plan to address them.

Underestimating the impact of unengaged subscribers on your domain reputation and inbox placement.

Expert tips

Use clear, concise language when presenting data, avoiding technical jargon your manager might not understand.

Highlight the potential cost savings from not sending emails to uninterested recipients.

Show examples of successful campaigns from other companies that utilize segmentation.

Explain that email deliverability issues, like hitting spam traps, are more expensive to fix than prevent.

Leverage industry benchmarks for click rates to show where your current performance stands.

Marketer view

Marketer from Email Geeks says the best resources are often your own data. Compare results from segmented sends versus broad sends to illustrate your case. What you're currently doing isn't working, and you have the evidence to prove it.

2024-10-09 - Email Geeks

Marketer view

Marketer from Email Geeks says your manager might be focusing on the raw number of clicks instead of the click rate percentage. A smaller, engaged audience can yield a much better rate, even if the absolute number of clicks is similar.

2024-10-09 - Email Geeks

Driving email engagement

Improving email click rates in the face of managerial resistance requires a strategic approach centered on data and long-term value. While it's tempting to focus on simply growing the list size, true success in email marketing comes from cultivating an engaged audience. Low click rates are a symptom of a deeper problem, often stemming from a lack of effective segmentation and a reluctance to remove inactive subscribers.

Embracing segmentation allows you to send highly relevant content, which naturally boosts engagement and click-through rates. Implementing sunsetting campaigns, despite initial concerns about list size, is crucial for maintaining a healthy sender reputation, avoiding spam traps, and ensuring your emails actually reach the inbox. It's about recognizing that a smaller, more responsive list is far more profitable and sustainable.

The challenge often lies in educating stakeholders who may not fully grasp the intricacies of email deliverability. By presenting clear, quantifiable data and framing your arguments around tangible business outcomes, you can make a compelling case for these vital strategies. Prioritizing click rates over raw list numbers will lead to better overall email performance and ultimately, contribute significantly to your company's success.