Before I knew anything about email marketing or marketing automation, the term "segmentation" scared me. I had heard of a "segmental fracture", because of that time, I may have broken my ankle. But with broken bones as the only point of reference, audience segmentation seemed daunting. So I avoided it. Eventually, as I grew my own mailing list, I had to learn about segmentation.
Then when I came to industry leads Active Campaign, I started using and building on that knowledge. And it turns out that segmentation isn't exactly scary or complicated. It's just the art of group thinking. In this article, you will learn: What Segmentation Really Means When segmentation is worth your time What you can segment on and how it plays into your business How to collect the information needed to segment your audience Let's go!
What is segmentation? In marketing strategy, segmentation is dividing your audience into small groups based on characteristics they have in common. Creating a segment of your audience is simply saying "this specific audience of people has something in common, so I'm going to group them all together." Once you've organized your contacts based on their commonalities, you can make your marketing more personalized and relevant with personalized messages.