Data Types for Email Segmentation and Personalisation

Chapter 2 of Segmentation and Personalisation in Email Marketing

A close look at the four data categories for segmenting audiences, and the emergence of value-based segmentation.

6 minute read

Segmenting customers enables marketers to deliver more relevant communications. This chapter discusses the different categories of customer data that can be used to tailor messaging, covering:

Data variables: Customer data can be grouped into four categories based on where they are, who they are, what attitudes they hold and how they behave.
Cookie deprecation: How the decline of third-party cookies affects segmentation.
Customer values: Moral or political values can impact whether a customer will buy a product or not. How can email marketers turn these to their advantage?