Direct marketing classics: What is segmentation?

| June 22, 2011

Digital marketing means direct marketing. DM means segmentation. What’s it all about?

What is segmentation?

Segmentation means splitting your prospect or customer data into chunks – segments – so you can send a specially tailored marketing message to each.

How can you segment your data?

Here are a few examples:

  • customers / prospects
  • recent buyers / frequent buyers / people who haven’t bought for ages
  • marketing responders / non responders
  • people who have bought specific goods (useful for tightly targeted up-selling and cross selling campaigns)

Why segment your data?

  • targeted marketing almost always out-performs non-targeted work. Which means you make more money
  • targeted campaigns and everyday communications deliver better customer service. Which means prospects are more likely to become customers. And customers are more likely to come back for more

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Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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