That’s the one thing you should get right in email marketing. Email Segmentation.
In my main email marketing strategy, segmentation plays a big role. Without it, you could not send the right campaign to the right user.
Let’s look at it under the hood.
Email marketing plays an important role at Airbnb. We are sending bilion of emails at scale.
Here is a central location to find everything you need to understand the strategy and tools Airbnb has used over the years.
When I read other email marketing strategy blog posts, I mostly see tactics on what your email should include (clear CTA, personalization, segmentation…).
But nothing on the process you need to follow in order to create your strategy.
So I boiled it down to the easiest lifecycle you need to have in your email marketing strategy to get started and see results quickly.
We refer to an email blast when we send an email to the entire list of subscribers.
Also known as email broadcast.
The email blast usually provokes this reaction for the receiver:
Let’s take a look at how we can avoid this.
Basically, it shows you how many people are annoyed versus how many people are delighted by the emails you are sending them.
So if you or your brand care about the right frequency and the best content for your emails. This is the metric for you.