Seasoned direct marketers know how important "the right offer to the right person at the right time" is in generating higher conversion rates. In email marketing, the right segmentation strategy translates into better email response—more emails opened, more links clicked, and more subscribers converted into clients.

To apply this wisdom, you need to devise a unique list segmentation strategy. Depending on what data points are available, you can craft your message according to your subscribers’ preferences, the actions they have taken in the past, and individual characteristics such as age, gender and geographic location.

At Single Entry Point Marketing, we define subscriber segments based on three major criteria:

• Personal Interests
• Past Behaviour
• Demographic Information

Personal Interests Segmentation

In the initial stages of email marketing, you’ll most likely begin with a list of subscribers consisting of email address, and first and last name. In a situation like this, there isn’t... Sign in to read the full article.