Now we move on to segmentation approaches, specifically the three different forms of segmentation (profile, behaviour and lifestyle).
Profile based segmentation tends to be the simplest & most commonly used method for segmenting emails. Many people are using a form of profile based segmentation without realising it. If you consider the common fields of data that companies hold for their customers within their email database (age, gender, postcode, key dates, interests, customer status) and start to separate those customers into groups based on that data, then you have a perfectly viable and often very successful segmentation model.
Areas that are often segmented by profile include:
Example: Simple segmentation by gender, Clarks Footwear Ltd:
For beginners to email marketing, simple profile-based segmentation will cover the vast majority of your needs. However some companies will wish to get a deeper insight into their customer base, particularly if it isn't so easy to define the target market purely by profile. This is where behaviour-based segmentation plays a key role, which is the focus of the next part of the series.
Source: Digital Marketing Association - Whitepaper "A Guide to Data Analysis and Segmentation"