If every subscriber receives the same content simultaneously, you’re asking for problems. This is a huge mistake. Studies show that 60% of people will delete an irrelevant email, 27% eventually unsubscribe from irrelevant emails, and 23% report them as spam. You may not send emails too frequently, but they will still unsubscribe if the content isn’t on point. So what’s a creative, reasonable radio executive to do? Segment your audience to ensure the content will be perceived as relevant and useful. Then, only send messages that fit the promise when they sign up.
How and Why You Should Segment Your Audience
