How to Use Segmentation to Increase Email Relevance

By Reggie Brady

Practical Ideas for Segmentation
Every business is different; let's look at how some email marketers have approached segmentation:

• Demographics: Brooks Brothers often sends gender-specific products and offers to males and females. Not surprisingly, females purchase more from products and accessories that appeal to them.

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Companies:
Brooks Brothers

Places:
Boston
Los Angeles

Reggie Brady Author's page Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.

Email Applied: How to Use Segmentation to Increase Email Relevance