Given the focus on list segmentation by email marketers, and their positive assessment of its impact, it’s not surprising that few struggled with this tactic. Segmenting the email database was considered a difficulty by only 18% of respondents. While plenty of marketers struggle in other channels to interpret information on customers and serve ads and content based on what they’ve learned, email marketers seem to have much more success getting and using data.
But the sophistication of list segmentation in email marketing may be debatable. Demographic segmentation, which uses static information about a consumer to differentiate audience members, was the most popular technique used. On the other hand, marketers were not heavily segmenting based on past consumers behaviors, such as purchase history or email performance metrics.