Email segmentation, the practice of separating a list of recipient email addresses based on some qualifying factor, is by no means a new technique. It is most certainly an effective approach that can drive significant improvements to campaigns and marketers are big believers in the practice. Email marketing firm Lyris recently surveyed U.S. digital marketers asking what techniques they currently use and found that 85 percent cited list segmentation and targeting. Eighty percent of all those who used targeting also reported the tactic effective. What's Segmentation's Appeal? Janel Bailey, a marketing strategist at Clean Control Corporation in Warner Robins, Ga., had two reasons for exploring segmentation. The first, enabling consumers to choose their email list made them feel in control of the information they received. The second reason was retention. "Consumers tend not to opt out of a list if they believe the sender is listening to their interests and...
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