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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Welcome to Only Influencers: The World's Leading Community for Email Marketing Professionals

OIcuppaintingsmall

Only Influencers is a "Curated Community" for Email Marketing Professionals: each member of each community is vetted and invited to join based on their background and qualifications. The community is a broad mix of brand marketers, freelancers, entrepreneurs, vendors, publishers and thought leaders. If you have a question that you need expert advice on and a quick answer, Only Influencers is your place. To Register and become a member of Only Influencers, please click on the Register to Join Button at the top of the screen. Only Influencers is curated by industry veteran, Bill McCloskey.  

Members have found Only Influencers it to be a safe, trusted environment for email marketers to discuss sensitive issues. They openly share and exchange information with their peers, confidentially and privately.

Membership is $20 a month or $200 a year.


About Bill McCloskey: Bill McCloskey has been affectionately called The Godfather of Email* and since 2003 has been instrumental in driving awareness of the email marketing industry. He founded and launched eDataSource, Inc, the first email intelligence company and was the first person to write exclusively on Email Marketing when he pitched Mediapost on the idea of writing a weekly column based on the data he was collecting. He began the Email Insider column (the first of the Mediapost “insider” series) and went on to develop and host the Email Insider Summit with Mediapost and is Chairman Emeritus of the conference.

Bill has twice been a finalist for the EEC’s Stefan Pollard Memorial Marketer of the Year Award.

*(Rebel’s Guide to Email, D.J.Waldow)

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