Segment by life stage, product interest, engagement score and compliance permissions. Four to six segments usually delivers 3-5x the open rate of a blanket list.
Core segments
- Life stage: 30-44, 45-54, 55-64, 65+ - Product: pension, mortgage, protection, estate - Engagement: active (30d), warm (90d), cold (90d+) - Permission: marketing consent vs client-only
Automation
Trigger a segment change on engagement event - not on calendar date.