In a previous chapter, we discussed subscriber engagement. We established the fact that your constituents are busy people and don’t want to be bothered if you have nothing relevant to say. When you do have something relevant to say, you must say it to the right individuals.
Segmentation is your answer. It is a must, not an option. It is one of the most effective ways to boost engagement and prevent list fatigue. By identifying individuals with similarities, you are able to develop messages that are likely to be relevant to select portions of your audience. Before we get any further, I’d like to thank Morgan Stewart, Director of Strategic Services for ExactTarget and a segmentation expert, for weighing in on much of what I’m about to share.