Have you noticed an increase in your unsubscribe rate with each email you send? Sending the same email to your entire mailing list is outdated. Instead, tailoring email content to your audience’s unique needs and interests through segmentation is essential.
Email segmentation involves dividing your contact list into smaller groups based on shared characteristics to create more relevant and engaging campaigns.
Last Updated: Feb 2025
Segmenting your target audience makes each email campaign more relevant. For example, if you segment your email list by age group and interests, you can craft content that resonates better, leading to improved engagement.
Blasting all prospects with "Schedule a Tour" emails after they’ve already toured won’t secure a lease—it’s more likely to prompt an unsubscribe. Segmentation ensures audiences receive content that’s timely and meaningful, reducing opt-outs.
When you send relevant messages to segmented audiences, open and click-through rates improve significantly.
Recently subscribed prospects are likely interested in learning more about your community’s offerings. However, content that excites a new resident may not resonate with someone who’s six months into their lease. Tailoring content based on lifecycle stages keeps communication relevant.
Not every promotion applies to every resident. Segmenting your list by room preferences allows for precise targeting. For example, send one-bedroom-specific promotions only to those interested in that room type.
Segmenting by tour status helps define your email goals. For those who have toured, send follow-ups with enticing offers or additional property details. For those who haven’t toured, focus on scheduling with them.
Divide your list by engagement levels. For subscribers who frequently open or click your emails, send more content to keep them engaged. For less active subscribers, reserve emails for major promotions or events to avoid overwhelming them.
Email segmentation optimizes your multifamily email marketing strategy. By personalizing email communication to fit your audience’s needs, you can foster better engagement and build stronger connections with prospects and residents.