What’s the difference between targeting and segmentation?

Segmentation is how you divide your list. Targeting is how you choose which segment receives a specific campaign.

Segmentation creates the groups: VIP customers, new subscribers, lapsed buyers, product category enthusiasts. These segments exist whether or not you're sending anything. They're structural.

Targeting is the decision you make when it's time to send. Which segment gets this campaign? Should it go to everyone, just engaged users, or only people who've shown interest in this topic?

Think of segmentation as building the ships in your fleet. Each vessel is designed for a specific purpose. Targeting is choosing which ship to deploy for a particular mission.

You need both. A well-segmented list with poor targeting still sends wrong messages. Perfect targeting with weak segments still lacks precision. The combination of thoughtful segmentation and intentional targeting is what makes email programs perform.