Quick Reads: Segmentation

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Summer: Time to Slice & DiceEmail Marketing
"Building your own opt-in email marketing list is an accomplishment," says Steve Adams in an article at MarketingProfs, "but don't stop there. Once you start reaching out to your list ...
I Predict a Sunny DayEmail Marketing
"Predictive analysis has a long and profitable history with direct mail," says Arthur Middleton Hughes in a Pro article at MarketingProfs. "Millions of dollars have been saved by focusing on ...
Don't Fear the ReaperSmall Business
In a post at the Marketing Analytics blog, Lynne Harrold describes the quandary faced by an important Bostonian cultural institution. As its established member base dies off, it needs to ...
Mom Probably Knows BestEmail Marketing
In a post at the Deliverability.com blog, Dennis Dayman presents a short series of off-the-cuff emails that his wife wrote in response to his question about video in email marketing ...
Hey! Over Here! We're Buying!Customer Insight
Good news for retailers! There is one consumer segment that apparently remains ready and willing to buy: Hispanic shoppers. "According to a new study conducted by Experian Simmons for Univision ...
Latest List-Growing StrategiesEmail Marketing
In cooperation with Ball State University and the Email Marketers Club, ExactTarget studied 18 methods used by marketers to build an email list. Among the results published in its 2009 ...
Get Them to Give a HootEmail Marketing
"Very few executives give a hoot about opens and clicks," says Stephanie Miller in a post at the Daily Fix blog. "In fact, very few marketers even look at their ...
You Talkin' to Me?Social Media
Once in a while, a digital ad grabs you just like that. And one thing that really boosts its impact is if the person featured in it is—you. Read on: Last year, to sell tickets ...
Where Did They Go?!Email Marketing
If you've noticed an unusual drop in open rates for messages sent to Gmail accounts—and for B2C companies, this could represent a large percentage of subscribers—it's probably not your fault. ...
You Too Can Tweet, Part IISocial Media
In last week's installment, we offered step-by-step tips to get you tweeting on Twitter. This week, we offer a few more advanced steps to take, based on Jim Sterne's advice ...
Easy There, Mr. PopularMarketing Inspiration
"Social media is cool!" proclaims Chris Brogan in a Pro article at MarketingProfs. "Blogging and podcasts are cool! We're so cutting edge! Twitter is like the future here today, and ...
That Is So YesterdayCustomer Insight
Important Notice: Your Customer Behavior newsletter will continue to bring you the kinds of articles you've come to expect and enjoy—but now, with a new name! Beginning with this edition, ...
The Easy Way to Slice and DiceEmail Marketing
Even a small company can benefit from email messages tailored to a recipient's specific wants and needs. "Using segmentation," says Michael Clark in an article at MarketingProfs, "customers only get ...
This Space For RentEmail Marketing
Your e-newsletter is an excellent tool for maintaining customer relationships. But it can also generate income if you offer cool ad space in it. In a recent article at MarketingProfs, Drew Adams ...
Como Se Dice 'Brand Loyalty'?Small Business
According to Jorge Aguilar and Andrew Pierce, the Hispanic population in the United States will surpass that of their white non-Hispanic compatriots by 2030. And, argue the pair in ...
Boost That ROI Right Now!Email Marketing
"The news regarding investment in marketing is not good, with many firms cutting their marketing budgets left and right," reports Neil Anuskiewicz in an article at MarketingProfs. Before taking such ...
This is Only a TestEmail Marketing
"A great way to capitalize on the democratic medium of email is to put your burning questions, late-night hunches, and out-of-the-box ideas to the test with an A/B split test," ...
Just Send Me the Dry Red OnesEmail Marketing
Back in the days of the Model T, Henry Ford could get away with offering customers any color they wanted—as long as it was black. Ridiculous as that mentality sounds ...
Scratch That NicheSmall Business
Reaching a niche audience—and only those people—can be tricky. But in a post at his eponymous blog, Seth Godin proposes the inventive approach of piggybacking onto a product that your ...
Target Jim and MaryCustomer Insight
Research has uncovered quite an interesting effect that guides customer brand choices. They call it the "name letter branding effect." The NLB effect shows that customers are more likely to ...
When Less is MoreEmail Marketing
You've crossed all your marketing t's and dotted all your best practices i's with a relevant, enticing offer sent only to subscribers who opted in to your campaigns. You're anxious ...
Can You Do a Split?Email Marketing
If you don't use A/B-split testing to analyze the results of your email campaigns, you probably aren't getting the full picture. According to a whitepaper from L-Soft, "Results can show ...
Oh, Behave.Social Media
It's knowing where prospects are—and how they behave—that's paying off for today's New Media marketers. Their advertising dollars are in hot pursuit of a fragmented audience that now receives thousands of channels ...
OMG! The Coupons Are Here!Marketing Inspiration
In his book, The Age Curve: How to Profit from the Coming Demographic Storm, Kenneth W. Gronbach tells a story about stopping at the top of his driveway to retrieve ...
You Can't Beat $5 Sunglasses ... So Don't TrySmall Business
In a post at his Influential Marketing blog, Rohit Bhargava talks about walking down the street in New York and watching people as they buy $5 sunglasses from street vendors. ...