Segmentation is becoming increasingly important to marketing professionals, new research shows.

According to a report by the Direct Marketing Association, segmentation is now more common than it was in 2007, although it is still in its infancy.

Just over a quarter (27 per cent) of marketers said they segment their business lists and consumer lists into six or more difference audiences.

However, almost one in five (17 per cent) of marketers are still not removing hard and soft bounces from their lists in spite of the damage bounces could cause to their reputation.

The survey also found that deliverability is a key concern to most marketers, followed by conversion, click and open rates, content, data, return on investment and reputation.

More than a third of respondents said sender reputation is the most important factor in deliverability, with B2B marketers placing a strong emphasis on content filtering.

According to Resource Nation, mailing lists can play a crucial role in improving the success rate of a marketing campaign.

Posted by Daryl Jay, Business Development Director – Sales, Industry News, General Marketing