Segmented campaigns consistently produce higher opens, clicks, and revenue per recipient, and lower complaints, which protects deliverability.
Mistake 1: Over-segmenting into groups too small to learn from#
Why it hurts: this undermines email segmentation at the point where mailbox providers make their decision, and it is rarely surfaced by your own tooling until placement drops.
Fix: Define 3 to 5 core segments: new subscribers, engaged, at-risk, customers, and lapsed.
Mistake 2: Relying on open rates after Apple Mail Privacy Protection inflated them#
Why it hurts: this undermines email segmentation at the point where mailbox providers make their decision, and it is rarely surfaced by your own tooling until placement drops.
Fix: Capture the data needed at signup and through behavior tracking.
Frequently asked questions#
What is the simplest segmentation to start with?
Engagement recency: opened or clicked in the last 30, 90, or 180 days. It drives both relevance and deliverability.