Sending relevant messages.
WHAT SEGMENTATION IS
Dividing your list so different groups receive different messages.
WHY IT HELPS
A message relevant to the reader performs better than a general one.
Sending everything to everyone trains people to ignore you.
USEFUL SEGMENTS FOR A SMALL BUSINESS
Customers versus people who have not bought By product interest, where you sell distinct things By location, if you serve several areas
By engagement: people who open, and people who never do
HOW TO COLLECT THE INFORMATION
From behaviour, which the platform tracks From purchase history, if integrated with your shop By asking, at signup or later
WHAT NOT TO DO
Segment so finely that you have twelve groups of eight people and no time to write for each.
For a small list, two or three segments is plenty.
THE MOST VALUABLE SEGMENT
Customers. They already bought, they know you, and they are the most likely to buy again.
Treating them identically to strangers wastes the relationship.
START SIMPLE
Customers and non-customers. That single division is worth more than elaborate segmentation.
