74 Segments Gets You To The Back Of The Email Bus

74 Segments Gets You To The Back Of The Email Bus

74 Segments Gets You To The Back Of The Email Bus When I was young, the cool kids sat at the back of the bus.  They would do all sorts of cool things according to us kids who were not invited back there.  In fact, we all thought that they were better than us and they were reaping some rewards that we could never get.  Truth of the matter is, they got to school at the same time, technically were the last to get off the bus, and 35+ years later it doesn’t really matter anymore. Last week during a conversation with a colleague of mine, we started to discuss segmentation. After several rounds of posturing, she ended up spilling the beans that her program has 74 segments which included customers and non-customers (along with all of the email engagement tiers). After I cracked some smart ass joke about the sheer number of segments, I asked her “why so many?”  Her answer...
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