Splitting your contacts into groups that share something, such as location, what they bought or how recently they engaged, so each group gets messages that fit them.
Example
Meera splits her 8,000-person list into 'bought in last 90 days', 'bought before, not recently' and 'never bought'. The first group gets new arrivals; the second gets a 'we miss you' email.
How you'll hear it
“Don't send the wedding collection to the whole list; segment by people who bought festive wear before.”
Don't confuse it with
- Personalisation: changes the content for each person; segmentation decides who is in which group.
- Targeting (ads): picking who sees a paid ad on a platform, using the platform's data.
Related terms
Sources
- Audience Segmentation, Mailchimp (Intuit)
- Personalized Marketing, Mailchimp (Intuit)