White Paper: Creating Email Newsletters That Convert - Page 8

List segmentation refers to the process of “dividing an email contact list into smaller ‘segments’ according to certain shared characteristics, … enabling email marketers to create more targeted and relevant content based on the interests of each segment.” Marketers who segment email lists actually improve their open and click-through rates. User data compiled by MailChimp revealed that segmented campaigns received 14.64% more opens and 59.99% more clicks than their non-segmented counterparts.


Measuring your content’s performance

People are using multiple devices to consume their favorite content. To keep pace, marketers must plan, measure, and optimize their outreach strategies with data. Analytics are indispensable tools for shaping customers’ digital experiences.

Email is an incredibly fast and convenient way to reach potential clients. But some emails will yield positive results for your business while others will not. How can you tell?

Marketers have multiple ways to gauge the potency of their email campaigns. Below are several metrics that can help:

Open rate
Click-through rate
Bounce rate
Return on investment
Conversion rate
List growth rate
Email forwarding rate
Email sharing rate