The Value of Segmentation for Reporting Metrics

Most times when we think of doing segmentation for our email, we think about it in regards to how we're going to offer certain products, discounts, or content. But even if we don't have anything different in our offers or content, we should think about segmenting for the value of reporting metrics.

If you have buyer categories in your data, segment out according to these categories, even thought the offer and the content might be the same. This will help you gauge how customers in your list react to your offers and your emails. For instance, you might find that customers in one category seem to respond better to your email than customers in other categories. Or you might find how these different segments respond to clearance offers verse others.

Try running your campaigns with different segments for a couple of months. Based on the data you get from this, you'll better be able to target your list for future campaigns.