Whenever I disinfect a surface, two questions germinate in my mind!

How can Lysol confidently claim to kill only 99.9% of germs?

What causes them to exclude the remaining 0.1%?

While the obvious answer might hint at a defect rate, it also reminds me about any marketer’s best friend – segmentation!

Segmentation helps to sift your target audience from your database by including those who can benefit from your current campaign and excluding those who might better benefit from another.

We should always be careful to segment the target market and be prepared to know who we are relevant to and who are not likely to be impacted by our effort.

Constantly investing in list hygiene exercises will ensure that only the right person gets the right message at the right time through the right channel. 

Marketing campaigns rarely check the one-size-fits-all box.

Segmenting and separating our 99.9% from the 0.1% will make all the difference in a 100% successful campaign.