# Email Segmentation

Strategies for audience segmentation.

## Segmentation Types

### Demographic
- Job title/role
- Company size
- Industry
- Location
- Age/gender (B2C)

### Behavioral
- Email engagement
- Website activity
- Purchase history
- Content consumed
- Product usage

### Psychographic
- Pain points
- Goals
- Values
- Interests

### Lifecycle Stage
- Subscriber
- Lead
- MQL
- SQL
- Customer
- Champion

## RFM Analysis

**Recency**: When did they last engage?
**Frequency**: How often do they engage?
**Monetary**: How much have they spent?

### Segments
| Segment | R | F | M |
|---------|---|---|---|
| Champions | High | High | High |
| Loyal | High | High | Med |
| Potential | High | Low | Low |
| At Risk | Low | High | High |
| Lost | Low | Low | Any |

## Engagement Scoring

### Point System
| Action | Points |
|--------|--------|
| Open | +1 |
| Click | +5 |
| Reply | +10 |
| Purchase | +25 |
| No open (week) | -1 |

### Segments
- Hot (50+ points): Priority
- Warm (25-49): Standard nurture
- Cool (10-24): Re-engagement
- Cold (<10): Sunset program

## Best Practices

### Segment Size
- Minimum: 100-200 subscribers
- Sweet spot: 1,000-10,000
- Avoid over-segmentation

### Dynamic vs Static
- Use dynamic for behavior-based
- Static for one-time campaigns
- Review segments quarterly

### Personalization Levels
1. Name/company (basic)
2. Industry/role content
3. Behavior-based recommendations
4. Predictive personalization
