Email Segmentation

Email Segmentation

Yesterday I received an email from Apple about some of the products that are available in the Mac App Store. Right away I noticed something that irritated me. The lead spotlight software was for the newest Apple OS, Lion (10.7). Now, it makes sense for Apple to be plugging their latest and “greatest” (I would disagree) addition to OSX. I have no problem with that. The irritating thing though is that I already have OSX 10.7 Lion. In the grand scheme of things this isn’t actually a huge deal, but it made me think about how important it is to segment emails based on a particular audience. In this instance, it doesn’t make much sense for me to be getting an email about purchasing Lion, because I already did. Surely Apple has the ability to see who has downloaded the OS and who hasn’t (all downloads are available only from the Mac App Store, where users must enter a valid apple ID email address…). Because I already have Lion, this email does not apply to me, and so I pay no further attention to it (aside from the writing of this article of course). It doesn’t make much sense for me to be getting an email about purchasing Lion because I already did. A better way to go in this case would be if I had received an email with some apps that would enhance my Lion experience. “Must have” apps to use with Lion would have been a welcome message to my inbox and would have shown more care and attention to detail when it comes to segmentation....