Segmenting-or-DiscriminationA friend and I were collating a data list for an event invitation email send this evening. The following conversation ensued:

Internal Communications Manager: But if we don’t include them, it’s discrimination!
Marketer: No, it’s segmenting. We have to do it.

If it’s segmenting or discrimination is all a matter of perspective. We discussed relevancy and open rates, and only giving people information of interest to them. Email and advertising has a poor reputation because we haven’t been discriminating on whom we send to. Once we start discriminating (or segmenting), we’ll have more efficient campaigns, and happier audiences.

And, yes, we did geo-target the people more likely to attend the event. Let’s just accept that it doesn’t matter if we call it segmenting or discrimination, it’s not personal. It’s marketing.