Marketing Automation For Dummies

Chapter 6

Creating Segmented Lists

In This Chapter

Exploring the types and uses of segmentation

Implementing your first segmentations

Creating advanced segmentations

Asegmentation is a way to identify distinct groups of people and add them to separate lists in your marketing automation tool. A list can be filled with many segmentations. For example, your list may have a segmentation of VPs in New Jersey derived from an online form with a field asking for a job title. Anyone who fills in the title field with the title VP is added to the list segment.

Most marketing automation tools manage segmentations and lists in the same way, as follows:

• The list is the physical list of people. Think of the list as the result and the segmentation as the rule to putting people on the list.
• The segmentation/automation is the set of parameters. The segmentation dictates who, when, and how people are added to the list.

In marketing automation, segments become targets for marketing campaigns. Segmentations can be set up to run all the time or only once. It all depends on what you’re trying to accomplish with each segmentation.

With marketing automation, you can segment on more data points than ever ...