Email Marketing Strategy for multiple businesses

Hi Wes,

From a list management and maintenance perspective, it will be easiest if you maintain just a single list.  But, you will need the ability to segment that list as you suggest.  There are several possible segmentation strategies for any email list:

• Past purchases
• Past email response
• Customer preferences (I recommend using an email preference center)
• Demographics
• Location
• Device
• Other

We've also done some recent research that shows how much more effective personalization is, and email is an ideal personalization application.  With the right technology, you can personalize not just the content for a specific recipient, but even the timing and frequency of the send. I highly recommend that you look into this.  Our study that discusses personalization can be found here:

https://www.demandmetric.com/content/content-personalization-benchmark-r...

I hope this helps!

Jerry