AN INVESTIGATION OF EMAIL SEGMENTATION STRATEGIES IN IMPROVING OPEN RATES: A CASE STUDY OF A SUBSCRIPTION BOX SERVICE IN KANO.
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Background of the study:
Email marketing remains a critical component of digital communication strategies, with segmentation emerging as a key factor in enhancing campaign performance. In Kano, subscription box services are increasingly relying on email segmentation to tailor messages according to customer interests, behavior, and demographics (Ibrahim, 2023). This study explores how segmenting email lists can improve open rates by delivering highly personalized content that resonates with different audience segments. By dividing customers into distinct groups, marketers can craft targeted messages that improve engagement and conversion rates. The segmentation process involves analyzing customer data, purchase history, and behavioral patterns to ensure relevance and timeliness. Improved segmentation can lead to higher customer satisfaction, increased loyalty, and ultimately, improved revenue streams (Adeleke, 2024). However, challenges such as data accuracy, dynamic customer preferences, and resource allocation for maintaining segmentation models persist. This research investigates the impact of email segmentation on open rates and examines best practices for effective segmentation in the competitive subscription box industry (Okonkwo, 2025).
Statement of the problem:
Despite the potential benefits of email segmentation, subscription box services in Kano struggle with low open rates due to generic content and poor segmentation practices. Inaccurate data and outdated segmentation models hinder the delivery of relevant content, leading to reduced customer engagement and lower campaign performance (Ibrahim, 2023). This challenge necessitates an examination of current segmentation strategies and the development of more refined methods to boost open rates (Adeleke, 2024).
Objectives of the study:
To assess the impact of email segmentation on open rates.
To identify challenges in current segmentation practices.
To propose effective segmentation strategies for subscription box services.
Research questions:
How does email segmentation influence open rates for subscription box services?
What challenges limit the effectiveness of current segmentation practices?
What improvements can enhance the performance of segmented email campaigns?
Significance of the study:
This study is significant as it offers insights into optimizing email segmentation strategies to improve campaign open rates. The findings will help subscription box services in Kano enhance their digital communication, leading to higher customer engagement and improved revenue generation (Okonkwo, 2025).
Scope and limitations of the study:
The study is limited to evaluating email segmentation strategies for a subscription box service in Kano, focusing exclusively on open rate performance.
Definitions of terms:
Email Segmentation: The process of dividing an email list into targeted groups based on specific criteria.
Open Rate: The percentage of recipients who open an email campaign.
Subscription Box Service: A business model that delivers curated products to customers on a recurring basis.
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