top of page


Over the last 15 years, I’ve picked up a few best practices on how to architect a marketing automation system and customer relationship management platform.  This is not to say these are the ONLY way to built, as there are often 5 or 6 ways to get to the same end result.  But these are my tried and true favorites, dubbed “Mustang Methodology”.

A few years ago I started using a Segmentation to find my “Marketable Audience” and I have never looked back. It is my new favorite for a multitude of reasons:

  • Takes all types of Marketability into consideration:

    • Technological (invalid)

    • Legal (consent)

    • Ethical (subscribed)

  • It shows you why cohorts of your database are NOT Marketable.

  • Avoids the confusion of Advanced Filter Logic


My Mustang Methodology is to create sub-segments for records who are NOT Marketable first, knowing that records will be assigned to the first segment they qualify for.  If they are not assigned to one of the first 9 sub-segments, then they should be assigned to segment 10 “Marketable Audience”. 

  1. Email Address is Empty

  2. Invalid

  3. Black Listed

  4. Marketing Suspended

  5. Employees & Spam

  6. Unsubscribed

  7. No Consent - Canada

  8. No Consent - Rest of World

  9. No Consent - United States

  10. Marketable Audience (email address is not null)

  11. Default (Ideally this has 0 members)




bottom of page