The Franchise Informant | How to Segment Your Email List Like a P


The Franchise Informant

A resource for National Property Inspections and Global Property Inspections franchisees.

NPI Marketing Team
NPI Marketing Team


How to Segment Your Email List Like a Pro: Part 1

By Susan Price

In our last post, we went over why cleaning your contact list is crucial for running a successful email campaign. Now it’s time to talk about how to use the analytics information you’ve gathered from your open rates to create even more wins down the road. Let’s start with going more in-depth on the topic of bounce rates.

What is a Bounce?
Simply put, a bounced email is an email that wasn’t delivered. This could happen for a number of different reasons, and depending on the reason, it is considered a hard or a soft bounce. A high bounce rate will eventually lower your sender score significantly.

Hard Bounces
Hard bounces occur when an email is sent to an invalid email address. This may mean:

  • the email address has been deactivated
  • the domain name no longer exists
  • a typo or misspelling was made in the address
  • the address is bogus

Soft Bounces
A soft bounce refers to an email that gets to a recipient’s mail server, but does not make it to their inbox. This type of bounce might occur because:

  • the recipient's inbox is full
  • the message must be forwarded manually to the recipient's domain
  • there's a server problem

Bounced addresses are almost entirely out of your control, but what is in your control is whether or not you send messages to them. And just to reiterate, it’s never a good idea to send emails to bounced addresses. But if you’ve done your due diligence and run your list though NeverBounce, you should be in great shape until you’re ready to analyze your open rates.

Unsubscribes are Actually a Good Thing
With every email you send, it’s normal to receive several opt-outs from contacts on your list. This means that the recipient has clicked the unsubscribe button (which should be displayed prominently in each message), and that they no longer wish to receive emails from you. You’re probably wondering how this could possibly be a good thing—it sounds terrible!

But we promise there’s a silver lining. If a person simply opts out of your email list, it means they’re not marking you as spam and impacting your sender score—win number one. It also means that you no longer have to make an effort to market to them or inspire them to open your emails—win number two. By declaring their disinterest, a recipient is saving you time and effort while also helping to keep your high score intact. You might look at it as a sign of mutual respect, for not just their time, but yours, too.

Check out Part 2! We’ll go over how to cull your list and make segments so that it’s in great shape in time for your next big send.


About the Author
Susan Price, Marketing Manager
Susan has been creating, strategizing, and building brands for the last 13 years. As the Marketing Manager for NPI she directs the company’s brand and culture, thinking about where to take us in the future. Susan supports the franchisees in all facets of their marketing: from email campaigns, to print ads, to tradeshow prep, she helps tie it all together. She’s part counselor, part bodyguard, part drill sergeant and part daydreamer.

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