Segmentation
Email and CRM
Email and CRM
Segmentation splits your audience or email list into groups with similar characteristics or behaviour so you can communicate more precisely.
Segmenting on behaviour (what someone bought or viewed) usually works better than demographics. Separating customers from non-customers is often the single biggest win.
More segments means more work. Only create a segment if you'll actually write a different message for it.
Related terms
- Marketing automationMarketing automation sends messages and triggers tasks automatically based on behaviour or data, such as a sequence of emails after a download.
- First-party dataFirst-party data is data you collect yourself from your own customers and visitors: orders, email addresses, on-site behaviour, conversations in your CRM.
- Buyer personaA buyer persona describes a typical buyer: their role, goals, doubts and the questions they ask before deciding.