Market segmentation is one of the most valuable aspects of any brand's campaign strategy. Marketers know that segmentation can increase click-through rates, boost engagement rates and optimise user interactions, not to mention it creates an overall more enjoyable and superior experience for customers.
This is crystal clear when you look at MailChimp's recent research. They found that segmented email campaigns get 14.64% more opens and 59.99% more clicks than non-segmented campaigns... now these are the kind of stats that we like! Customers also expect some form of segmentation from brands now, with 71% of customers engaging favourably with emails when the content is personalised to their interests.