Weekend challenge: what say you?

MailChimp just published a report demonstrating how segmentation affects email marketing results.

In short, yep, segmentation boosts responses. But there was an exception...campaigns using list segmentation led to slightly higher unsubscribe rates.

Why do you think that might be?

One theory from MailChimp is "perhaps the segmented campaigns were sent in addition to normal batch-and-blast campaigns, which resulted in annoying duplicate messages."

Or possibly just email fatigue per se?

I wonder if more targeted email might lead to more trust in the sender. So people would be willing to use the unsubscribe link rather than set up a filter or repeatedly delete future emails. (Spam reports didn't increase with segmentation, just unsubscribes.)

Any other ideas?

Permalink | September 12, 2008 | 0 comment(s)
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