E-mail Marketing: Five Segmentation Strategies for More Relevant E-mails

Successful e-mail customer retention efforts depend on delivering relevance through a sophisticated segmentation and targeting strategy, writes Dave Chaffey in his new book, “Total E-mail Marketing: Maximizing Your Results From Integrated E-marketing,” (Butterworth-Heinemann). Chaffey identifies five such segmentation strategies that can be layered on top of one another to achieve effective targeting.