As any seasoned email marketer knows, there are almost an unlimited amount of ways to segment email marketing subscriber data. In this three-part overview, Jordan Lane provides a summary of some common email segmentation sources, tips, and best practices.

Part I – Behavioral segmentation

Behavioral segmentation relies exclusively on subscriber actions, and does not take into account gender, location, age, or other demographic factors. Behavioral segmentation data is based 100% on email activity and can be customized based on a marketer’s needs and how they define certain types of customers. Because this type of segmentation is usually easy to start and update, behavioral slicing represents an easy win for most email marketers.

Here are some common behavioral categorizations that email marketers use to chop up their master subscriber list:

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Sending email based on web analytics data is a topic we’ve already covered on this site in some detail. As most email marketers know by now, web analytics data can be used in abandoned shopping cart campaigns (ReMarketing), browser behavior campaigns, and other targeted campaigns. But to me, the most important aspect of these campaigns is how the data is being used and what the net effect is on the subscriber base.

Here’s my real-life example that illustrates the issues surrounding web analytics/email integration:

I am a frequent shopper of the online retailer Amazon.com, where I have purchased books, electronics, and baby items exclusively. Last week, however, I received an extremely targeted and somewhat perplexing email promoting Amazon.com’s variety of gourmet and specialty meat selections. Wild Boar 10 Rib Rack anyone?, asked the email. The first line of the message was “As someone who has shown an interest in gourmet meat…”

What? Gourmet meat? Me? From Amazon.com? Huh?

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“Like almost everyone who uses e-mail, I receive a ton of spam every day. Much of it offers to help me get out of debt or get rich quick. It would be funny if it weren’t so exciting.”
- Bill Gates on spam

Every so often it is prudent to take a refresher on fundamental email marketing topics and best practices. CAN-SPAM, officially known as the Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003, is one of the most important online marketing topics. To follow are some of the basic facts, principals and rules concerning CAN-SPAM legislation. But like most legislation, this is not a simple bill. I recommend reading the entire act to learn more details.

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