Email Segmentation for Retailers

Email segmentation is clearly one of the most powerful tactics available to marketers today. For retailers however, it's proving an absoutely essential practice - those that do, perform well, And those that avoid the practice, simply don't. Website Magazine asked Richard Turcott, CEO of Mill33 about the role that segmentation plays in the success of email marketing campaigns for merchants in the competitive ecommerce landscape today.

RT: Typical barriers to entry include easy list query and segmentation tools.

RT: Your "communication style" includes, among other things, the tone of your brand.  I do not advocate using different communications styles across your segments - especially if your number of segments grows and becomes more sophisticated.  Part of the "art" of marketing is maintaining your brand identity as you speak to your segments in a way that engages them with compelling copy, creative and offers.