Segmentation and personalisation

• Create two or three useful segments
• Personalise with consented data
• Test merge fields before sending

Behaviour (bought, visited, ignored), stated interest, lifecycle stage and address quality. Two or three segments are enough to start.

Name and sender, then stated preferences, then behaviour, then context such as language and time zone. Use data people supplied; avoid details that feel invasive.

Segments are only as good as the data: deduplicate, keep verification status as a field and handle blanks with fallbacks.

Preview real records, including ones with missing fields, before sending.

• ☐ Define two segments and their message
• ☐ Add a fallback for every merge field
• ☐ Store verification status on each contact
• ☐ Preview five real records before sending

• Segmentation guide
• Personalisation
• Deduplicator