Email Applied: How to Use Segmentation to Increase Email Relevance

• Interests: Motorcycle Superstore segments its customers based on bike interest (e.g., sport bikes, cruisers, dirt bikes and all-terrain vehicles). This data is captured during the email sign-up process as well as from purchase history and click activity. A dirt bike aficionado really wants content and offers about dirt bikes and probably cares little about cruisers. This segmentation strategy has helped Motorcycle Superstore realize open rates nearly double what it was previously seeing and a clickthrough rate three times higher.