List segmentation

List segmentation is the process of dividing email lists into sections according to user interests and demographics and seeks to provide recipients with more relevant content. It tailors email marketing to different target audiences, instead of using a one-size-fits-all approach. The purpose of segmented campaigns is to send people content that interests them at the optimum time.

Companies developing their list segmentation strategies use data derived from web forms, click-throughs, page views, or tweets. Some brands also use external software to specify criteria for segmented lists and further optimize their marketing campaigns.