Updated: Aug 17
The number two reason U.S. email users unsubscribe from a business or non-profit email subscription is that the content that is no longer relevant.
Segmenting your email list can actually make or break the success of your email newsletter. For example, if you are in the real estate industry, it's smart to segment your database by past closings, hot prospects, warm prospects, cold prospects, industry professionals, family/friends, etc. It's never a good idea, especially in the luxury real estate industry, to deploy catch-all newsletters.
It’s inevitable that you’re going to have contrasting types of people on your list if you use only one list. To avoid unsubscribes from people deeming your content as “irrelevant,” start divvying up your list by persona.
For each email newsletter you send, stick to one specific audience, one topic, and one goal. If you find yourself sending conflicting emails, take a step back and try breaking your newsletters up into smaller chunks. Sure, you'll be sending more email, but it'll be way more tailored to the audiences you're sending it to (which could spell even more success for you).
Do you need tips on how to strategize more intellectually segmented newsletters, click here to get started today!