Whether you’re using the best marketing automation software or something a little more lightweight, testing segmentation at this level isn’t too difficult. Launch your new segmented campaign and test the results against your previous, unsegmented experiments. Hopefully, the segmentation result will be positive, if not quite as rich. If the result is mediocre, perhaps the value proposition was wrong and creativity needs fixing, or the data from step one was not an accurate indicator. Both are changes that need to be tested further.
Testing can be both exhilarating and frustrating. Choosing the right criteria for your lists can be a slow process, but once you’ve nailed it, congratulations – you’ve reached a major milestone in defining your marketing. If all else fails, don’t be afraid to ask your audience questions and ask for their feedback — in fact, you’re probably going to do it anyway. Relate results to the right performance indicators Increased open and click rates are great, but they won’t keep a business going.
