What is segmentation, and what characterizes a good segment?

Segmentation divides recipients into groups that receive different content. The point is relevance, not the number of groups.

Two requirements for a good segment

It must be large enough for the results to be meaningful, and the content must actually be different. If the message is the same, the segment is unnecessary.

Behavior beats demographics

What people have done — visited a page, downloaded something, made a purchase before — tells you more than their industry and size. Behavioral segments usually perform better.

Dynamic segments

A segment that updates automatically when someone meets the criteria keeps itself up to date. Static lists are outdated after a month.

Start with three

New customers, active customers, and inactive customers. That covers most needs. Expand when you have data showing that it’s necessary.