Segmentation Is Not the Answer

Email Strategy

I’m starting to cringe every time I hear the phrase, “We could segment our audience based on that data”.

People hear that phrase and eyes light up and heads bob in agreement. In meetings with the CMO/SVP, the phrase is carefully proffered as a goal about to be fulfilled, and the CMO/SVP solemnly nods and pats everyone on the back for having done a good job.

What utterly useless, well-intentioned bunk.

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Email Innovations Week of Feb 1-5th

Email Buying Guide

Here are last week's Email Innovations: 

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LiveIntentional Weekly: What’s CRM Retargeting?

Email Buying Guide


It’s a tale as old as time. You spend all this time crafting the perfect email campaign for that perfect customer segment, only to see a 17% open rate – meaning that 83% of your best customers are missing out on your best offers!

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What CPM do ESP's Charge their Clients

Members Only Content


An Only Influencers Report

July 11, 2013

Download the Report HERE.

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