MailChimp’s list segmentation is a powerful tool that allows campaigns to be sent to targeted segments of subscribers. These segments can be based on interest groups, demographic data, e-commerce activity, and other subscriber data.Â While segmenting isn’t necessary for every campaign, it can significantly increase 2 important campaign success metrics: click-through rates and e-commerce orders generated. Our past research indicates that click rates in campaigns tend to be under 3%, so even 1/10Â of a percent improvement can mean substantially more store visits and additional orders.
OurÂ research team considered regular campaigns sent during the second half of 2016, then determined whichÂ type of segment each campaign used, including none. We used the median rate for each metric to avoid bias from outliers that were extremely low or high.
Before we get started, here are our definitions of the different segmentation types mentioned:
- Demographics segments use MailChimp’s Predicted Demographics tool