It is unlikely that all your subscribers are equally interested in the same topics, especially if you own a store with tens of thousands of products of different categories. You can, of course, alternate topics — today send the entire database a selection of goods for hunting, and in 3 days — for fishing. But it is more effective to do it differently — immediately divide the base into hunters and fishermen and send them different letters.
- Explicit — when the user himself notes at the registration stage what he wants to receive letters about. These can be certain groups of products or information guides (news, promotions, events).
- Hidden is a more effective but complicated option when you independently analyze your database and choose which audience you will send some letters to, and which one will send others.
When you are just starting to gain a base, use explicit segmentation: form several mailing categories and offer users a choice from them. During this period, you need to carefully monitor the reaction of subscribers to existing mailings — this data can be used after you gain a sufficiently large database.
When your audience is ≥ 10,000 subscribers, enable hidden segmentation: start dividing categories into narrower and more precise segments in order to deliver the most relevant content to the audience.