Behavioral Email Segmentation
What is Open Rate Email Segmentation?
Open rate segmentation is a fundamental email marketing strategy that groups subscribers based on how frequently they open your emails. While open rate tracking has evolved with Apple's Mail Privacy Protection (MPP), this segmentation approach remains valuable when combined with other engagement metrics to manage email frequency, list hygiene, and deliverability.
Key Components
Open rate segmentation categorizes subscribers based on:
Historical open rates
Open frequency patterns
Time since last open
Open timing preferences
Cross-campaign opens
Mobile vs. desktop opens
AI Applications in Open Rate Analysis
While the use of AI in open rate engagement analysis does not have as large an impact as it does directly on email engagement and behavioral segmentation, there are still a few areas it can be used to provide strong insights:
Future open likelihood scoring
Engagement trend prediction
Optimal send time calculation
Subject line performance
List hygiene automation
Application in Retail/Ecommerce
Below are a handful of example use cases of how you can use open rate email segmentation to create effective segments for eCommerce / retail:
Super Active (75%+ open rate): First access to sales and launches
Active (40-75% open rate): Standard promotional emails
Selective (10-40% open rate): Major sale announcements only
At-Risk (1-10% open rate): Win-back campaigns
Inactive (No opens in 90+ days): Monthly reactivation attempts
Remember that open rates should be considered alongside other engagement metrics, especially with the impact of Mail Privacy Protection. Focus on creating valuable, relevant content that encourages genuine engagement across all segments.