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Segmenting email recipients based upon actions they've taken ("behavioral-based segmentation") is probably the dream of many email marketers. Why? Quite simply this approach probably portends the single greatest opportunity for dramatic improvement in results.
Examples of behavioral-based segmentation include sending emails to recipients who have or have not opened an email or series of emails, who have clicked on a specific link, who have visited specific pages on your Web site or who have purchased a specific type of product.
Sound daunting? Actually it is not that difficult to implement, but it does require some strategy and a little extra effort. Consider getting started with a simple program such as sending a follow-up email to recipients that did not open your most recent email or who clicked on a specific link. Click here for a sample case study based on sending a corrections email to recipients who clicked on specific product links.
For more details on behavioral-based segmentation, read Using Link Click-Through Tracking to Segment Your List.
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