How do you identify underperforming segments?

Identifying underperforming segments requires comparative analysis and trend monitoring. Start by comparing each segment's metrics against your program average and against the segment's own historical performance. A segment with a 10 percent open rate is underperforming if your average is 20 percent, or if that same segment was opening at 18 percent six months ago.

Look for segments with declining engagement trends over multiple sends. One bad campaign can happen to any segment, but consistent underperformance indicates a structural problem. Track complaint rates and unsubscribe rates by segment. If a segment consistently generates higher negative feedback than others, it is underperforming and damaging your reputation.

Examine deliverability metrics such as bounce rates and inbox placement. Segments with high bounce rates or low inbox placement need attention. Finally, measure ROI and conversion rates. A segment might have decent engagement but fail to generate revenue, making it commercially underperforming. Underperforming segments are like crew members who show up but never pull their weight. Identify them early and decide whether to retrain, reassign, or release them.