List Segment

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List Segment

In direct marketing, a section of a mailing list meeting certain criteria set by the user. For example, a list segment may be all the women in a mailing list or all persons of any gender living in a certain postal code.
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This allows administrators to easily select list segments and contact prioritization during campaign configuration without the need to partition a separate list.
What list segments of your donor file will you approach to invite to join your club?
You can achieve higher responses by creating individual e-mail list segments and messaging based upon specific interests, purchasing history, ZIP code or other fields of information.
"One idea we took on from Georgetown was a rigid discipline of insuring that every mailing includes some test list segments."
The strongest case for the traditional approach is personalized customer communications using list segments pulled from your database.
Test mailing lists; test list segments. Check with your list broker to see what segmentation selections are available.
If a list resulted in a strong response rate but a low order value, we'd look to the list segments to see if we could add some selectivity.
Merge-purge here still pays out handsomely even including the higher cost for small list segments.
* What combination of outside and customer list segments is going to produce the most sales and profits?