The Role of Segmentation and Personalisation in Email Marketing

Chapter 1 of Segmentation and Personalisation in Email Marketing

Segmentation is a foundational technique within marketing, enabling targeting and personalisation. This chapter looks at the role these strategies play in email marketing.

By Kath Pay

5 minute read

Econsultancy’s Future of Marketing research found that 61% of marketers want to be able to apply better personalisation and 52% want to implement better segmentation. This chapter discusses the application of these strategies in email marketing. It covers:

Strategy: Segmentation and personalisation are sometimes thought of as interchangeable, but what are the key strategic and practical differences between them?
Variables: Used to segment different audience groups for customised messaging, which variables have the greatest potential to generate a response uplift?
Dynamic content personalisation: Granting the ability to send highly personalised, relevant emails, how can brands apply this form of personalisation within their email programmes?