It's very important to send campaigns to customers who wish to receive them. By doing so, you will be sure your clients receive newsletters that are relevant to their interests. There is no point to dispatch a campaign to someone who is not interested in your product/service.

It's proven, that messages sent to the segmented audience are very likely to be opened and read by the recipients. It's important that these posts contain a specific text. In this case your clients receive a particular message that offers some benefits and it's addressed to them. On the other hand, customers that are not interested in your product/service will probably ignore your message and request not to receive your campaign any more. In addition, If you keep on sending email campaigns to those contacts they may report your messages as spam.  

You can segment your customers in several ways: by age, sex, city, birthday, history of behaviour, product consumption, interests, or inteactions and any other information that was collected by your company over time.

Remember: A customer who always receives your campaigns and interacts with them (opens your email, opens offers, enter the site and makes purchases) is more likely to get more popsts, which may be of his interest. 

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