What is Segmentation?
Segmentation definition: segmentation is the act of separating members of a brand’s audience into different categories.
Segmentation groups different sub-sections of the audience together, typically based on information gathered, like:
- Customer insight
- Purchasing habits
- Sales funnel location
This allows marketers to send tailored content to each of their segments. This is a popular strategy in email marketing.
Virgin Atlantic may create audience segments for their email list based on:
- Nearest airport
- Recent destinations
- Economy passengers
- Business-class passengers
- First-time fliers
- Income level
They could then craft relevant email marketing communications.
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Additional resources about Segmentation
- What is Market Segmentation? Different Types Explained
- The 4 Main Types of Market Segmentation (+How to Implement It in Your Marketing Strategy)
- Segmentation 101: A Strategist’s Complete Guide to Marketing Segmentation