Email segmentation is the process of dividing your email subscribers into smaller groups based on specific criteria such as demographic information, purchase history, browsing behaviour, and engagement levels. This practice is crucial because it enables you to send tailored content that speaks directly to each group’s needs and interests. For example, you might send different promotions to new subscribers versus loyal customers or target customers who have previously shown interest in specific product categories. By personalising your messages, you can significantly enhance open rates, click-through rates, and overall conversions, creating a more positive experience for your subscribers.
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