Definition
Segmentation
Segmentation is dividing your contacts into groups based on shared traits, such as service type, location, or how recently they bought. Sending tailored messages to each segment makes marketing more relevant and effective than sending the same message to everyone at once.
Segmentation sorts your audience into meaningful groups so you can speak to each one appropriately. New leads, active customers, and lapsed clients all need different messages, and segmentation lets you deliver the right one to each.
The payoff is relevance. A win-back offer makes sense for lapsed customers but not new leads. By grouping contacts and matching the message to the group, segmentation raises response rates and avoids the wasted effort of one-size-fits-all outreach.
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