Customer segmentation is a topic often discussed when planning and executing an e-mail marketing campaign. Although traditional monetary-based and demographic segmentation drive most programs, what is the value of behavioral, or even attitudinal segmentation?

This article by David Baker has value in educating both novices and pros about the opportunities to define and refine your e-mail lists. What it also indicates is that most lists need to be continually managed across the product buying cycle. You should never be satisfied that your list is the best it can be.

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