Optimizing Email Nurtures with Segmentation - Thalox & Rapidi

Rapidi, a leader in data integration solutions, was running multiple product-specific email workflows to nurture leads and engage customers. However, they faced several challenges: 

• Low Engagement Rates: Some emails were underperforming, with low open and click-through rates (CTR). 

• Ineffective Segmentation: Their old nurtures lacked targeted segmentation, leading to generic messaging that didn’t resonate with all recipients. 

• List Health Issues: Higher unsubscribe rates (1.38%) in the old nurtures indicated poor list health and audience fatigue. 

Rapidi needed a more strategic approach to improve email performance, reduce unsubscribes, and ensure their messaging resonated with the right audience.

The Solution: Engagement-Based Segmentation 

Thalox stepped in to optimize Rapidi’s email nurtures by introducing an engagement-based segmented approach. Here’s how we did it:

Workflow for a nurture based on engagement and product interest.

1. Segmentation by Engagement Level: 

• Contacts were divided into three groups: High Engagers (HE), Dormant Potential (DP), and Inactive (IN). 

• Each segment received tailored messaging and optimized subject lines to improve relevance. 
  

2. Repurposing High-Performing Emails: 

• We analyzed past email performance and repurposed the best-performing emails for the new nurtures. 

• These emails were optimized further for better engagement. 
  

3. Larger, More Diverse Audience: 

• The new nurtures targeted a significantly larger audience (20,846 contacts vs. 754 in the old nurtures), ensuring broader reach (during the same period of January-December 2024). 
  

4. Improved Deliverability: 

• Thalox focused on maintaining list health, resulting in better delivery rates (97–99%) and lower unsubscribe rates (0.16–0.44%). 

The Results: Stronger Engagement and Sustainable Growth 

The new segmented approach delivered measurable improvements: 

1 Old Nurtures   
Product Interest: NAV, 365, ERP, Other – all emails 

2 New Nurtures - HE  
Product Interest: NAV, 365, ERP, Other 

3 New Nurtures - DP  
Product Interest: NAV, 365, ERP, Other 

4 New Nurtures - IN  
Product Interest: NAV, 365, ERP, Other 

1. Improved List Health:

• Unsubscribe rates dropped significantly, from 1.38% in old nurtures to 0.16–0.44% in new nurtures. 

• Delivery rates improved to 97–99%, ensuring emails reached more inboxes.
   

2. Higher Total Engagements: 

• Despite lower percentage metrics (due to the larger audience), the new nurtures drove more total clicks: 

• 24–28 clicks in new nurtures vs. 16 clicks in old nurtures (during the same period of January-December 2024). 

• High Engagers showed the best performance, with a 16.48% open rate and 4.32% CTR. 
  

3. More Stable Metrics: 

• The new approach delivered consistent engagement across all segments, even with a 19x larger audience for Inactive contacts. 

• Dormant Potential and Inactive segments maintained steady engagement, with open rates of 12.94% and 12.56%, respectively. 

4. Better Real-World Performance: 

• While old nurtures had higher vanity metrics (e.g., 26.9% open rate), the new segmented approach showed stronger real-world performance when accounting for volume differences. 

A Smarter Way to Nurture Leads 

By adopting an engagement-based segmented approach in optimizing their email nurtures, Rapidi made nurtures more effective and sustainable. With Thalox’s data-driven strategy, they not only increased engagement but also improved list health and deliverability, setting them up for long-term success. 

This case study shows how smarter segmentation and optimization can make a big difference in email marketing—proving that better targeting leads to better results.

About the company

Rapidi specializes in seamless data integration, helping businesses optimize IT systems by ensuring pristine, universally accessible data. A trusted partner for Microsoft Dynamics, Salesforce, and Sage, Rapidi offers pre-built connectors that make data integration fast, easy, and secure.