Dividing your email list based on what your subscribers have in common -- including interest categories, purchasing behavior, demographics, etc. -- is critical in targeting your audience with relevant email campaigns. Targeting increases the likelihood of a response to your message or offer. Whether you're a small business or enterprise-level corporation, list segmentation and targeting efforts pay off in higher open and clickthrough rates, enhanced customer loyalty and increased sales.

Letting your customers tell you what they want and delivering on their requests is key to successful email campaigns. First you must divide and conquer your in-house list by segmenting your customers into targeted groups-- ensuring readers receive information that is relevant to their needs and interests.

Relevant communication is especially important for small businesses that need to stay competitive in a global marketplace dominated by big-box stores, internet shopping sites, and blanket advertising campaigns. More and more small businesses are doing this by creating a targeted, more meaningful connection with customers-- nothing makes this easier than segmenting your email subscribers.

Businesses often make the mistake of measuring email campaign success by exposure and the size of their email list. High exposure actually has little to do with the amount of subscribers-- it's the number of "opens" and clicks on call-to-actions that count. The only way to ensure your customers will open your campaigns is to make your messages are relevant to their interests and needs. The best way to accomplish this is by effective segmentation that helps you target your communications-- letting your customers believe you have written each and every word specifically for them.

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