The act of dividing a broad target market into smaller subsets based on demographics or behavior. Segmenting your campaign allows you to send each group to their own dedicated landing page so that you can target your offer, determine which segments are performing best and optimize accordingly.

Conversion scientist Brian Massey explains how not to become a victim of segment cancelling.
“Try to appeal to everyone and you'll appeal to no one. Segmentation helps you create targeted offers that convert.”
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