Segmentation Strategies That Work

On the surface, the ongoing use of a consistent selection scheme appears to be a good thing. It provides a trail of segment history that can be used to forecast future mailing performance. However, this same static structure could be putting a major dent in your response and profits.

First and foremost, segmentation should be all about discerning likely responders from those unlikely to respond. Circulation-performance results from your top to your bottom segments will be relatively flat if your current selection criteria are less than optimal, because you’re co-mingling your better and weaker performing names with each segment.