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Quote:Segmentation of your email list to create relevant experiences for your customers is the hard part (and well worth it for higher response and deliverability). Yet, many marketers skip over the easy part: applying a segmentation strategy to the registration process.

In other words, the best time to offer a choice of email types, content or frequency is at signup: that lets you build a larger list of engaged, active subscribers.

The first and last rule of registration is gaining permission. Regardless of which permission standard you use (double opt-in, validated opt-in, single opt-in or opt-out), it's imperative to eliminate any surprise when subscribers don't recognize what you've sent as what they thought was promised...