Two marketers warn against chopping your email list into pieces too small to measure. They recommend segments of at least a few thousand people, ideally tens of thousands, because email success runs on volume. Focus on your core 80% instead of optimizing for tiny niches.
Segmentation is so important, but some people get too granular. They are going to take an audience that could be where the juice is worth the squeeze, and then they just go overboard. The reality that people open enough, click enough, and convert enough on such a small segment— we do need some numbers. We want a segment that at minimum has a couple thousand people. If you can get into the tens of thousands, great. I know that's not realistic for everyone, but there's no point in sending an email to 100 people in a segment.
I agree, man. Email is a volume game. Focus on your 80%. Don't try to over-optimize on things. 80% is more than enough for a good targeting experiment. Subscribe to the pod.
