Segments are formed based on subscriber data which is collected in your account. This includes list data imported to your account or submitted by subscribers themselves through a form, as well as campaign data from previously sent emails.
Segmentation leads to higher open and click rates reducing unsubscriptions and, in general, a better experience for your customers. But it is found that most marketers don’t invest adequate time in email segmentation. This technical process is highly useful when marketing cooperates with customer support, sales and accounting.