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Segmentation Definition

Marketing Definitions

13 Nov 2019 • 1 min read • Austin Shong

Segmentation Definition

What is Segmentation?

Segmentation definition: segmentation is the act of separating members of a brand’s audience into different categories.

Segmentation groups different sub-sections of the audience together, typically based on information gathered, like:

This allows marketers to send tailored content to each of their segments. This is a popular strategy in email marketing.

For example:

Virgin Atlantic may create audience segments for their email list based on:

  • Nearest airport
  • Recent destinations
  • Economy passengers
  • Business-class passengers
  • First-time fliers
  • Income level

They could then craft relevant email marketing communications.

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