What is customer segmentation?

Customer segmentation means grouping contacts in a database by shared characteristics, interests or behaviours. It helps you adapt campaigns to each group’s needs. For example, you can distinguish new contacts from existing customers or group people interested in the same service. This approach supports email personalization and your relationship marketing strategy.

Which segmentation criteria should you use?

Choose your criteria based on the campaign’s objective and the data available. You can combine profile attributes, such as region or customer type, with stated interests and observed behaviours, such as pages visited or clicks in your emails. Focus on criteria that help you deliver a relevant message, then update your segments as contact profiles evolve.