Breaking up lists can generate up to 10 times as many opens/clicks…

There’s a quiet shift in email marketing strategy these days that is producing big results and should be familiar to anyone who has put together direct marketing programs before — segmentation. Segmentation is the process of breaking up your leads/lists into logical groupings, so that content and/or promotions are targeted to the right audience, and in the right context. Extensive studies within the email industry show that for lists with as low as 5,000 names, your opens and clicks can improve as much as 10-times their normal performance through simple segmentation. Here are five quick, straightforward ideas on how to test this approach:

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