Segmenting Your Audience

At some point every subscriber on your list stops being one interchangeable unit. Some of them open every issue and click something almost every time. Some of them signed up eight months ago and haven't opened anything since the second issue. Treating both groups the same, sending them the exact same email at the exact same cadence forever, is the default, and for a while it's fine. Then it stops being fine, and most people don't notice the moment it stopped, because the subscriber count on the dashboard keeps climbing regardless of what's actually happening underneath it.