Jimmy Kim and Speaker B argue email marketers should stop blasting everyone and segment by engagement instead. Highly engaged subscribers can handle frequent sends, but those with 10% open rates need re-engagement campaigns or much lower frequency. Behavior-triggered sequences like abandoned cart and post-purchase flows protect your sender reputation and actually improve results.
Instead of trying to maximize reach by emailing everyone, you should be maximizing engagement by emailing the right people with now even more important, the right content.
That's exactly right. And I think this is where segmentation becomes even more critical than it's always been, is you need to be segmenting by engagement level and treating those segments very differently. Like your highly engaged subscribers, people who open 70, 80% plus of your emails, they can probably handle higher frequency because they're clearly interested. The people only order or kind of open 10% of the time, you really need drastically reduce frequency or re-engagement before you continue to keep sending to them.
Yeah, this makes sense. And this is where these data points around behavior triggers are gonna become more and more relevant because these triggers like abandoned carts, browse abandonments, post-purchase sequence, they naturally go to people who are showing buying intent or recent engagement. So they're gonna have higher engagement rate, which is gonna help you with your overall sender reputation. So it's really important to make sure these are set up too.
