In an ideal world, each user would receive a completely individual and personalized newsletter. But this is difficult to achieve, especially when it comes to content. Even the most established team of editors would find it a challenge to provide that many different versions of content. So it’s a better idea to form groups of customers and to segment recipients.
The basis for this is your database, which should hold different information about your different subscribers. The data obtained can be used to see patterns and then form typical types of customers based on these findings. Segmentation can range from simple classifications such as gender, age, and place of residence, to more detailed grading. The information that is especially important for marketers with anything to do with e-mail, web-related behavior, and shopping behavior. If you have data regarding what the customer has already purchased or what’s on their wish list, you’re well on your way to personalizing their newsletter.