Imagine Levis released a one-size-fits-all pair of jeans that were meant to be worn by everyone from children to adults, tall people to short people. 

Would they be a comfortable, effective pair of jeans? Of course not. 

The same lesson applies to marketing. You can’t send the same marketing messages to every single one of your clients. It’s not going to work. 

Marketing that works on your old clients won’t work on your young clients. Marketing that works on rich clients won’t work on poor clients. 

To make your marketing more effective you need to segment your customers into different groups. Then send them all different messages.