54% of e-retailers cite customer segmentation as important for the holidays

54% of online retailers say that segmentation will be very or somewhat important to their success during the holidays, according to a new report from WebTrends. The study also found that 65% or retailers with revenue of $100 million or more annually say segmentation will be important their success.

“Retailers are especially leveraging segmentation to tailor their e-mail marketing campaigns,” WebTrends said. “For many, e-mail marketing to their house list is the most commonly used tactic to drive repeat sales.”

Of those surveyed by WebTrends, 22% said segmentation will be minimally important to a successful holiday season, 17% said they don’t know whether it will be important, and 7% said that it won’t be important.