Email segmentation enables businesses to break their customers and prospects into specific groups, in order to send them more relevant messaging and offers. How do you segment your company’s email customer list? If you’re like the vast majority of marketers, you segment by past activity data such as opens and activity.
Next to historical activity, demographic data is the second most popular segmentation option, with 72% of marketers surveyed by Experian indicating they use this method. Seventy percent segment customers on their email lists by past transactions and 68% by recency (the amount of time they’ve been on the list). [Read more...]