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Customer Segmentation And Email Marketing Services

If you are scratching your head and wondering just what customer segmentation means, you are not alone. This is a term used primarily by email marketing services, but when you are taking on the task of email marketing on your own, you will need to familiarize yoruself with it.

The Two Types: Business Segmentation and Activity Segmentation
There are two main types of segmentation known as Business and Activity. These should usually both be used in your email marketing plan, but you need to know the difference between the two and how they operate.

*Business Segmentation – This requires email marketing services to group customers by demographics and interests so that it can be determined what they will most likely buy or what information they will actually be attracted to.

*Activity Segmentation – This is a technique used by email marketing services to track what customers actually purchase, respond to, or what types of links they will click on.

There are two types of customers that will not fit into any of these segmentations. Those are customers that who have never purchased or purchased one items from any company that contracts with email marketing services.

Why Use Segmentation?
Segmentation is meant to maximize your companys potential and gain new customers. You need to attract customers by what they are interested in. By sending articles about candy making to companies that work in paper goods, there is the interest? By sending information on hunting equipment to a single mother of three, do you think she will actually purchase your items? Highly unlikely. By only directing your campaigns towards those who will actually purchase what you are selling, your email marketing will be that much more successful.

Things to Consider
Some materials that email marketing services will gain data on are:
*People that place large bulk orders
*People that purchase frequently from the same company or purchase the same product
*Customers looking for better customer support
*Demographics such as age, sex, children, etc
*Interests and needs of the consumer
*Products purchased over the last year

Kali is an avid writer that enjoys informing consumers on a variety of topics. For more information regarding email marketing, visit

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