Marketing segmentation has been around for over a century. Countless articles have been written around the concept of dividing your database into smaller portions – or segments – based on similarities and interests. Providing personalized, and dynamic, marketing content to your leads is a valuable piece to any marketer’s toolbox.

In marketing communications, there are three main methods of email communication to consider.

1. Batch and blast – generic communications that are sent to everyone in your database. Typically, the initial method of communication when little to no data is available.
2. Individually personalized – communication that is tokenized with a contact’s personal information such as name, gender, and location for example. Majority of the content is generic copy.
3. Segmentation – dynamic communication that is personalized according to criteria such as product interest, location, industry, or other identified segment criteria. Can also include tokenized pieces for individual personalization. Content available to a lead will change as they move between segments due to changes in their behavior, demographic or firmographic criteria.