What’s the effect of poor engagement segmentation?

Poor engagement segmentation means mailing everyone identically regardless of their interaction history. This creates multiple problems:

Aggregate metrics decline when unengaged recipients pull down open and click rates. Providers see overall low engagement and question whether your mail is wanted.

Silent filtering increases as providers learn that a significant portion of your audience ignores your messages. They preemptively filter more aggressively.

Complaint risk rises when unengaged recipients eventually mark mail as spam out of frustration from continued unwanted messages.

Effective segmentation sends frequently to engaged users and reduces frequency or stops sending to inactive ones.

Poor segmentation is like forcing every merchant to receive every shipment. The eager buyers get overwhelmed, the disinterested ones complain, and the harbor authority notices that much of your cargo goes unclaimed.