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

* Customer behavior in response and purchase: Just as recency, frequency and monetary value (RFM) can provide more valuable segments for catalog mailings, so too can RFM enhance your e-mail campaigns, the Chaffey says. Alternatively, customers can be assigned an activity score based on their responses to older campaigns, with the number of opens, click-throughs or purchases determining how high their scores are, and what type of e-mails each should receive.