How to Segment for Maximum Relevance
The short answer is: You can't.
And that's why you need conditional content—copy and images tailored to each subscriber's specific interests, Johnson says.
Here's how to make conditional content work for you:
Start with a thorough review of your data. Campaigns built on faulty information—say, mistaken assumptions about a subscriber's gender—will defeat the purpose of your targeted strategy by sending wildly irrelevant messages.
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