Email segmentation

Email segmentation groups subscribers using information such as stated interests, signup source, location, or engagement. A segment can update dynamically as the underlying information changes. The purpose is to choose an appropriate audience for a message.

A cooking newsletter could let subscribers select vegetarian recipes, baking, or both. A baking workshop invitation then goes to the relevant group, while the regular general edition may still go to everyone who requested it.

Segmentation differs from personalization: segmentation chooses who receives a message, while personalization changes details within it. Treat inferred interests cautiously, especially when they rely on noisy open tracking, and avoid dividing a small audience into groups too small to evaluate.