Segmentation
Dividing customers into groups based on shared characteristics for targeted marketing.
Dividing customers into groups based on shared characteristics for targeted marketing.
Why It Matters
Segmented campaigns achieve 760% higher revenue than one-size-fits-all messaging by delivering relevant content to each group.
Practical Example
Scenario
A supplement brand segments their email list into 'Active Athletes,' 'Weight Management,' and 'General Wellness.'
Calculation
Generic blast: 18% open, 1.2% CTR. Segmented: 28% open, 3.5% CTRResult
192% higher click-through rate, 3x more traffic per email sent, significantly higher conversion
Pro Tips
- 1Start with behavioral segments (purchase frequency, recency) before demographic ones
- 2Create segments that are actionable—if you can't message them differently, don't segment
- 3Review and update segments quarterly as customer behaviors evolve
Common Mistakes to Avoid
Frequently asked questions
Put it to work
Related Terms
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