Negative Segments — The Key to Profitable Email Lists

Photo by Brett Jordan on Unsplash

As an Email Marketer, the segmentation of your audience is an essential practice. As you segment your subscribers you’ll find that “negative segments” Those where you segment a subscriber by what they haven’t done rather than what they have done are just as useful and possibly more powerful.

Let’s explore the major segments that require your attention and see what we can do with negative segments.

The first segment comprises “New Subscribers”. These individuals have just joined your email list. The initial interaction is crucial, as it sets the tone for the subsequent relationship.

A welcome email, coupled with a small incentive, can be an effective strategy to retain these new subscribers.

Moving on, we have the “Engaged Users”. This segment regularly opens and interacts with your emails. Given their high engagement levels, they are potentially your brand’s ambassadors.

Regularly providing them with exclusive content or personalized offers may solidify their loyalty further.

Next, we have the “Inactive Users”, the first of our negative segments the subscribers who haven’t engaged with your emails in a while.

An automated re-engagement campaign, featuring a compelling message or offer, may succeed in…