Segmentation strategy must continuously evolve as per the marketing needs and performance metrics. At the same time, segmentations must be dynamic to include new users and exclude unengaged ones. Follow the best practices below to get better results from your segmentation strategy:
Segment Based on User Engagement Activity
Ensure that the audience is segmented based on their engagement activity, such as active, less active, seasonal, inactive, etc.
Tailor the Send Frequency
The send frequency for different cohorts of users is listed below:
- For most active users, send three to four emails a week
- For less active users, send emails once a week.
- For seasonal users, send emails once a month.
- For new users, send emails based on the onboarding flow.
- For inactive users, send retargeting emails once a month. If they remain unengaged even after sending retargeting emails, retire them.
-
Sunset the inactive users. You can contact the sunset users through other channels and stop sending emails to them. They may be inactive because of the following reasons:
- Continued lack of activity may be because users no longer use that email address or might no longer be interested in the brand or email communications.
- Mailbox providers suspend unused mailboxes if they haven’t been used in a period. After bouncing them for a while, they convert them into spam traps. So, if the ISPs themselves have a sunsetting in place, it’s imperative that the senders or marketers also have these in place. For example, if a user never opened the emails even after receiving dozens of emails in over 6 months, it’s best to send some other communication to them.
Limit the Frequency
Ensure that the sending frequency of non-transactional emails is limited to a maximum of one or two per day.
- If multiple event triggers and flow campaigns are active, users may receive multiple emails per day.
- You can ignore frequency capping for important campaigns such as policy change, purchase confirmation, and delivery updates.