Daily Focus – Day 260: Segment by Need
Part of Daily Focus: 365 Practical Notes for Solo and Small Business Owners.
A large list is less useful than a relevant message.
Segment only when the distinction changes relevance, timing or the next useful message. A clicked topic, purchased product or stated need may justify a different route; labels collected without a communication decision simply create a more complicated database.
Try this today: Identify one clear behavior or interest that should change what a subscriber receives.
Keep in mind: Segmentation should reduce irrelevant email, not create needless complexity.
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