Customer Segmentation is the subdivision of a market into discrete customer groups that share similar characteristics. It helps developing customized marketing programs, as you can better adapt your product and service to particular customers’ needs. Say that you like to target University students. Logically freshers won´t have the same needs that those students who are finishing their degree. While the first ones will be looking for residence, flats, academies, funding, etc., the second ones will be looking for work placements, travelling abroad, junior jobs, Research or PhD studies,… Then it would be essential to gather what year they are on in your database.  

Therefore Customer segmentation should be a fundamental step in your Email marketing strategy.  The much information you gather from your customer, the better. Name, surname, telephone and email address are not enough. Try to get your customers´ gender, age, profession, job´s title, location, language, industrial sector, likes and dislikes, shopping pattern, annual budget… so next time you send an email campaign, you can personalize further and filter your database, creating different messages for different public, sending the right product to the right person. Improve your effectiveness improving your database, divide and conquer!