Segmentation is the process of sorting of an email list based on certain characteristics or criteria. For example, you can sort subscriber groups according to demographic, geographical, or behavioral characteristics. You can then target your messaging to each group, a.k.a. email segment.
In email and SMS marketing, segmentation allows you to refine your efforts. That's because you can tailor your messages to the specific needs and preferences of each segment. This lets you create more relevant content, which leads to better open, click-through, and conversion rates.
By targeting specific segments, companies can make their marketing campaigns more efficient and personalize the customer experience. Segmentation is a key tool in digital marketing, especially when it comes to running effective campaigns and encouraging long-term customer loyalty.