List Segmentation: Why It's Important and How to Do It

by Georgia Christian

Put simply, list segmentation targets your communications and increases the relevancy of your messages—resulting in higher open and click-through rates, enhanced customer loyalty, and increased sales. In email marketing, the more relevant your campaign is, the better the response and the greater the conversions.

The advantages of segmentation are obvious, and if it's done correctly you can avoid opt-outs and being labeled a spammer. It also goes a long way toward improving your email deliverability and online reputation. Marketers who send relevant email campaigns enjoy lower opt-out rates than those who send the same email to everyone on their list.

Of course, segmenting your precious lists can be an unnerving task, especially if you have never attempted it before. Below are some of the most effective methods of segmentation, but don't panic—you don't need to try them all at once. Just start with the information you have, and work your way from there.

You can read the full article here:

http://www.marketingprofs.com/articles/2011/4452/list-segmentation-why-its-important-and-how-to-do-it