Marketing & Advertisingintermediate
Audience Segmentation
Definition
Dividing your email list or ad audience into smaller groups based on shared characteristics, purchase history, behaviour, demographics, or interests, to send more relevant messages.
Why it matters
Sending the same message to everyone is leaving money on the table. Segmented campaigns generate 760% more revenue than one-size-fits-all campaigns, according to DMA research.
Example
You segment your email list: buyers vs non-buyers vs VIP customers (3+ purchases). You send a "thank you" discount to VIPs, a re-engagement offer to non-buyers. Each gets relevant messaging.
Related terms
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