---
title: Email Segmentation for Retailers
description: Email segmentation is clearly one of the most powerful tactics available to marketers today. For ret...
---

[Email Marketing Tips & News | Website Magazine's Email Marketing Blog](https://www.websitemagazine.com/email)

# [Email Segmentation for Retailers](https://www.websitemagazine.com/email/email-segmentation-for-retailers)

 Written by [Peter Devereaux](https://www.websitemagazine.com/email/author/peter-devereaux) | Feb 11, 2013 6:00:00 AM

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](https://www.mill33.com/) 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.](:%20Why%20should%20Internet%20retailers%20in%20particular%20more%20fully%20explore%20the%20use%20of%20email%20list%20segmentation?%3C/h3%3E%20%3Cp%3E%3Cstrong%3ERT:%3C/strong%3E%20Blanketing%20your%20list%20with%20the%20same%20message%20will%20not%20be%20as%20effective%20as%20sending%20segmented%20cohorts%20in%20your%20list%20a%20targeted%20email%20that%20speaks%20to%20their%20specific%20pain%20points,%20wants%20and%20needs. %3Cbr%20/%3E%3Cbr%20/%3E%20By%20segmenting%20your%20list%20you%20can%20enjoy%20significantly%20higher%20in-box%20delivery%20rates,%20open%20and%20click%20thru%20rates.%20Segmentation%20offers%20marketers%20the%20ability%20to%20more%20effectively%20deliver%20the%20right%20message%20to%20the%20right%20person%20at%20the%20right%20time.%20 Fundamental%20examples%20include%20creating%20different%20distribution%20lists%20for%20prospects%20and%20customers,%20or%20creating%20segmented%20lists%20based%20on%20the%20self-declared%20interests%20of%20your%20prospects%20and%20customers.%20%20%3Ch3%3E%3Ca%20href=)

### [:%20Why%20should%20Internet%20retailers%20in%20particular%20more%20fully%20explore%20the%20use%20of%20email%20list%20segmentation?</h3>%20<p><strong>RT:</strong>%20Blanketing%20your%20list%20with%20the%20same%20message%20will%20not%20be%20as%20effective%20as%20sending%20segmented%20cohorts%20in%20your%20list%20a%20targeted%20email%20that%20speaks%20to%20their%20specific%20pain%20points,%20wants%20and%20needs. <br%20/><br%20/>%20By%20segmenting%20your%20list%20you%20can%20enjoy%20significantly%20higher%20in-box%20delivery%20rates,%20open%20and%20click%20thru%20rates.%20Segmentation%20offers%20marketers%20the%20ability%20to%20more%20effectively%20deliver%20the%20right%20message%20to%20the%20right%20person%20at%20the%20right%20time.%20 Fundamental%20examples%20include%20creating%20different%20distribution%20lists%20for%20prospects%20and%20customers,%20or%20creating%20segmented%20lists%20based%20on%20the%20self-declared%20interests%20of%20your%20prospects%20and%20customers.%20%20<h3><a%20href=](:%20Why%20should%20Internet%20retailers%20in%20particular%20more%20fully%20explore%20the%20use%20of%20email%20list%20segmentation?%3C/h3%3E%20%3Cp%3E%3Cstrong%3ERT:%3C/strong%3E%20Blanketing%20your%20list%20with%20the%20same%20message%20will%20not%20be%20as%20effective%20as%20sending%20segmented%20cohorts%20in%20your%20list%20a%20targeted%20email%20that%20speaks%20to%20their%20specific%20pain%20points,%20wants%20and%20needs. %3Cbr%20/%3E%3Cbr%20/%3E%20By%20segmenting%20your%20list%20you%20can%20enjoy%20significantly%20higher%20in-box%20delivery%20rates,%20open%20and%20click%20thru%20rates.%20Segmentation%20offers%20marketers%20the%20ability%20to%20more%20effectively%20deliver%20the%20right%20message%20to%20the%20right%20person%20at%20the%20right%20time.%20 Fundamental%20examples%20include%20creating%20different%20distribution%20lists%20for%20prospects%20and%20customers,%20or%20creating%20segmented%20lists%20based%20on%20the%20self-declared%20interests%20of%20your%20prospects%20and%20customers.%20%20%3Ch3%3E%3Ca%20href=)[**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.](:%20What%20are%20some%20effective%20ways%20for%20Internet%20retailers%20to%20segment%20their%20list?%20Are%20RFM%20metrics%20dated?%3C/h3%3E%20%3Cp%3E%3Cstrong%3ERT:%3C/strong%3E%20There%20are%20myriad%20ways%20to%20score%20and%20segment%20your%20database.%20I%20am%20still%20a%20big%20believer%20in%20R.F.M.%20scoring.%20Done%20properly,%20this%20scoring%20methodology%20gives%20direct%20response%20marketers%20an%20effective%20tool%20for%20visualizing%20segments,%20building%20A/B%20tests,%20and%20developing%20relevant%20offers%20and%20cross%20promotions.%20 R.F.M.,%20however,%20does%20not%20contemplate%20product%20SKUs.%20 Product%20SKU%20shopping%20and%20purchase%20information%20can%20be%20a%20good%20predictor%20of%20future%20consumption%20behavior%20as%20well.%20 I%20recommend%20R.F.M.%20scoring%20as%20a%20cornerstone%20for%20your%20segmentation%20efforts.%20 Other%20purchase%20and%20shopping%20data%20should%20also%20be%20considered%20when%20building%20your%20segments.%20%20%3Ch3%3E%3Ca%20href=)

[View full post](https://www.websitemagazine.com/email/email-segmentation-for-retailers)

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