Gradual Expansion

In this chapter, we'll delve into the strategic progression from the most recent engagement to broader timelines, ensuring your campaigns resonate with varying levels of interaction.

🌟 Why Gradual Expansion Matters:

Gradual expansion allows you to build momentum and adapt your strategies based on the evolving dynamics of your audience. Starting with the most recently engaged segment ensures a receptive audience, and as you progress, you can leverage accumulated insights to optimize campaigns for broader engagement.

Examples in Action:

Engaged in the Last 60 Days

• Once you've achieved an open rate of at least 15% with your recent engagement segment, it's time to widen the scope. Send your campaign to subscribers who have engaged in the last 60 days. This group, having demonstrated a relatively recent interest, is likely to respond positively to your content.

Subject: Dive Deeper with [Your Brand] - What's New in the Last 60 Days? Hi [Subscriber's Name],

We're excited to share our latest updates with you! Explore what's been happening at [Your Brand] in the last 60 days – from new product launches to behind-the-scenes insights. Your continued engagement means the world to us!

Cheers, [Your Brand]

Progressive Expansion to 180 Days

• As each segment responds positively, continue expanding your campaign reach. Send subsequent campaigns to subscribers engaged in the last 90 days, 120 days, and eventually to the 'engaged in the last 180 days' segment. This strategic progression allows you to tap into a broader audience while maintaining relevance.

Subject: Journey through Time with [Your Brand] - Highlights from the Last 120 Days! Hi [Subscriber's Name],

Time flies, and so does innovation at [Your Brand]! Join us on a journey through the highlights of the last 120 days – from customer success stories to exciting collaborations. Your ongoing support fuels our passion!

Explore Now, [Your Brand]

🚀 Strategies for Progressive Expansion:

1. Monitor Engagement Metrics:

   • Keep a close eye on engagement metrics as you expand your campaign reach. Analyze open rates, click-through rates, and other relevant data to identify patterns and adjust your approach accordingly.

2. Personalization at Scale:

   • Leverage the data gathered from different segments to personalize your campaigns at scale. Tailor content is based on the preferences and behaviors exhibited by each group.

3. Segment-Specific Offers:

   • Consider crafting segment-specific offers or incentives to maintain the allure of your campaigns. This approach ensures that each segment feels valued and receives content tailored to their interests.

By gradually expanding your campaign reach, you not only maximize your impact across diverse audience segments but also refine your strategies based on real-time engagement data. Remember, the key is to strike a balance between broad outreach and personalized relevance.

If the open rate is not consistently above 15%, stick to sending emails to a smaller and more engaged segment.