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Segmentation is the division of email subscribers into smaller segments based on set criteria. Typically, segmentation is used as a personalization tactic to deliver more relevant email marketing to subscribers based on their geographic location, interests, purchase history, and much more. Segments are created so that the marketer can cater specifically to each different email list and that list’s independent interests, rather than creating one mass message for all.
A fashion retailer might use segmentation to create lists within their email subscribers for men and women, and then several interest-based segments such as footwear, accessories, dresses, and swimwear to create hyper-relevant email campaigns.
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