Email Marketing Segmentation: How Far Do You Go?

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I was asked an interesting question the other day by a client. Is it possible to segment your lists too much?

I asked him how far he had currently segmented his lists and to my surprise, he hadn’t even started. It’s funny how people start worrying about problems they may never encounter before they even start a project.

Well, the good news is, I’m not sure it would ever be possible to over segment. The more segmented your lists should mean the more targeted your campaigns and therefore the more successful your campaigns.

In an ideal world, I would rather send an email to 50 engaged recipients than 10,000 random subscribers.

Because email marketing is template driven, it should be very easy to create multiple campaigns that go out to multiple lists. Yes, this will mean you spend more time building campaigns but that time should be rewarded with better results (wouldn’t you rather spend your time doing something that drives results).

I believe, unless you have a very limited offer or serve an extremely tight niche, it would be very difficult to over segment your list and if you ever found yourself in that situation, the only problem would be dealing with the success of your extremely targeted campaigns.

This post first appeared on the iContact Email Marketing Blog.