If your company or organization has a large list of email subscribers, you may find yourself struggling to create email and newsletter content that is compelling for each and every reader.
Big lists tend to include groups who have varying interests. People may have signed up at different times, for different reasons and in response to coverage of different topics.
This is why more and more companies are now segmenting their house lists into smaller groups of names.
Segmenting your list into sub-lists enables you to create content that targets smaller interest groups. The outcome is that you end up being interesting and relevant to each group…rather than writing content that is generic enough to suit everyone, but engages nobody.
If you doubt the wisdom of list segmentation, take a look at the chart in this blog entry at Aweber.com.
In a nutshell, smaller lists achieve higher open rates, and largely for the reasons stated above.
