# Rethinking Email List Segmentation: A Time Sink for Marketers?
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Chapter 1: The Common Narrative
The advice to "SEGMENT YOUR LIST!" is a common refrain among email marketers. While the principle behind it—tailoring messages to specific groups—seems logical, its effectiveness often falters in real-world applications.
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Section 1.1: The Conversion Rate Misconception
Proponents of list segmentation argue it boosts conversion rates. While it's true that targeted messages can yield impressive results, the overall picture can be misleading. For example, if you send a tailored email to 100 people and achieve a 10% conversion rate, that results in 10 actions. However, sending the same message to a broader audience of 1,000 could yield a mere 2% conversion rate, equating to 20 actions.
The takeaway? A higher conversion rate doesn’t always translate to better overall outcomes.
Subsection 1.1.1: The True Cost of Segmentation
The process of segmenting an email list can be cumbersome and often requires additional resources. From setting up automations to possibly upgrading your subscription, the time and money spent can outweigh the benefits. This might make sense for large corporations, but for small businesses with limited products, the time could be better invested elsewhere, such as in client interactions or product development.
Section 1.2: The Myth of Personalization
Often linked with segmentation is the idea of personalizing emails—starting with a greeting that includes the recipient's name. While it might feel appealing, this tactic usually fails to resonate. In today's world, most recipients recognize automated newsletters, and a simple name inclusion isn't enough to capture their interest. Instead of focusing on personalization, it’s wiser to devote energy to crafting compelling offers or enhancing your writing.
Chapter 2: Prioritizing What Matters
The key takeaway here is to concentrate on efforts that truly make a difference for your email marketing strategy. Focus on improving your writing, clarifying your messaging, refining your offers, and strengthening your calls to action. Everything else is just noise.
This perspective comes from my experience as a technical coach who assists entrepreneurs in building effective systems. I'm Circé, a former French teacher turned creator, sharing insights on creativity, learning, and the systems that support them. Each week, I provide valuable insights in my newsletter, Pépites.