On my opinion teaching marketers how to create email campaigns in the right way – with a double opt-in subscription method, optimized email newsletter, proper sender authentication records, bounce email management system and reliable unsubscribe procedure – is more important than telling the marketers what not to do. When you clearly understand what and how to do, you can set your goals, define the stages of your marketing campaign and put it into practice. But of course, being aware of common email marketing mistakes is also a must.

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At the beginning you need to decide how you want to segment your list. Segmentation depends on the type of your online business, the volume of information you gathered about your subscribers during the sign-up process as well as on the resources you have to deliver relevant emails to each of your segments.

If you sell any products online, you may want to segment your list based on the types of products customers buy or are interested in; if you run a travel site, you may think about splitting your list based on the vacation destination interests; if you offer apparel and/or cosmetics, it may be reasonable to segment based on sex and purchase habits.

You’ll need to create separate versions of your emails or variable elements of the email. Remember that the success of an email marketing campaign is in delivering information that is as personally relevant as possible for each recipient.

Here are several criteria you can use to segment your list:

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