Marketing Resources: Segmentation

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Results for Segmentation

Mobile Coupons: Your Message on the Move by Bob Bentz
Ask most US consumers whether they want to receive mobile-marketing messages on their cell phones, and they will usually answer with a resounding "No." Consumers worry they'll start receiving unwanted Viagra ads and messages from a prince in Kenya. Nothing ...
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Marketing to the New Gen X by Dave Sohigian
Most businesses are well aware of how to market to Generation Xers (those born 1961-1981) mainly because so many people in business today are part of Generation X. But as Gen Xers move into midlife (the oldest are 48, and ...
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Transforming Customers Into a Community by Adam Boyden
When your customers feel that they are part of a community, they visit your website more often, provide feedback, and recommend your products and services to people they know. They do so because they now have a significant relationship with ...
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Improving Campaign Deliverability for PC and Mobile Users by Wendy Lowe
All the time spent planning your campaigns seems like a waste if a large number of your email messages are not making it to your subscribers' inboxes. Moreover, the constant evolution of technology means more people are checking their email ...
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Marketing to Youth: No Longer a Dark Art by Paul Metz
It takes a lot more than Harry Potter's brand of wizardry for marketers to understand the spending habits of what is commonly referred to as the youth market—those between age 6 to 18. In fact, it requires a flexible understanding ...
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Segment Email and Social Networks for a Vitamin-Power Boost by Stephanie Miller
Here's how Nature Made is combining email and social networking to build stronger email connections with customers and prospects.
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Does Your Email Need a Frequency Adjustment? Ways to Tune the Dials by Karen Talavera
What to send, and how often, are the top questions facing any email-marketing-program manager today. Yet, all too often, frequency for the sake of frequency trumps relevancy in this channel. It's a classic catch-22: Email works so well that it ...
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The New Direct Mail: Five Tips to Turn Print Campaigns Into Gold by Randy Spurrier
Twitter and Facebook might make for captivating marketing headlines, but the same savvy Chief Marketing Officers who are embracing social media are also quietly reinventing a less-buzzy marketing technique: direct mail.
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A Two-Step Process for Launching Successful Email-Marketing Campaigns: Find Your Voice, and Segment by Steve Adams
Email is one of the easiest, most affordable, and most effective marketing tools out there. Nonetheless, launching an email-marketing program can seem a daunting challenge, especially for time-strapped entrepreneurs and small-business owners.
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How to Use Predictive Analysis to Make Email Marketing Even More Profitable by Arthur Middleton Hughes
Predictive analysis has a long and profitable history with direct mail. Millions of dollars have been saved by focusing on those customers most likely to buy—and not mailing to those who are unlikely to be interested. Email marketing is a different ...
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Achieving Relevance in Direct Digital Marketing: An Introduction by Bryce Marshall
There are five keys to making a relevance-centered approach a reality in your direct digital marketing programs(such as email, websites, mobile, and so on).
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How to Become 'Their Brand': Engaging Today's Fickle Customers by Manila Austin
Marketers today understand that consumers think, feel, and react in ways different from June Cleaver some 50 years ago. We use descriptors like fickle, indecisive, and disloyal to describe the modern consumer. Just what do these terms mean? Mainly, they mean ...
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In a Tough Economy, Go to Battle for Your Customers by J. Mark Carr, Karl Gustafson
Decision-makers who are worried over the stability of their company's finances should remember one simple truth: The source of your business's cash flow is your customer base. What all of this boils down to is the need to make smart, informed ...
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Four Best-Practices for Renovating Your Brand—Before It's Too Late by Fred Geyer
Why do brand leaders wait until their brands are at the breaking point, at risk of joining the likes of Radio Shack and 7Up? Instead, renovate your brands while it is strong and growing. Spot changing market dynamics and address ...
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Improve Your Email Marketing Through Segmentation by Michael Clark
Not all customers are alike, and what appeals to one may not interest another. Therefore, it is important that you connect the message you are sending to your customers' differing interests. Email messages that are segmented, targeted, and relevant to the ...
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How Hyundai Uses Behavioral Segmentation to Take the Bull by the Horns and Send the Bear Packing by Michael Barr
Hyundai took the bull by the horns in this bear market and scored big. It used behavioral segmentation to identify what was keeping prospects from buying and then developed a strategy that made it easier for customers to part with ...
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How to Use Scenarios to Create Buyer Segments by Laura Patterson
What if we thought about using scenarios as a creative way to segment the market? After all, different customer sets face different scenarios that trigger their response. By understanding the various scenarios that different customers face, you can take a ...
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How to Foster 'Workable Wondering' to Harness Consumer Insights by Gerald Zaltman, Lindsay Zaltman
The process of thinking deeply is known as "workable wondering," which involves the use of empirical, rigorous, and relevant information to challenge our assumptions. It means more than collecting information. It requires reading between the lines.
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The Power of Podcasts by Lisa Formica
Social marketing techniques such as blogging, wikis, podcasts, twitter, and virtual worlds have given marketers an extraordinary range of opportunities to reach out to audiences. But do these techniques really pay off—or are they just trendy alternatives that offer no ...
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Boost Email Marketing Response With List Segmenting and Triggered Emails by Neil Anuskiewicz
If you are an email marketer who is doing traditional "batch and blast" email marketing, now's a good time to start segmenting and sending triggered emails. Doing so allows you to send more relevant emails and achieves better response from ...
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Somebody's Watching Me
In March 2008, Amber Duick began receiving email messages from a criminal fugitive who identified himself as Sebastian Fowler. "Amber, mate!" read one missive. "Coming 2 Los Angeles. Gonna lay ...
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US Consumers Unprepared for Rainy Day
Half of all US consumers would struggle if they had to meet an unexpected expense, and many lack the resources to meet an unexpected financial crisis, like sudden car or ...
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Half of Americans to Buy Toys During Holidays
This holiday season, 54% of Americans say they will buy toys as gifts, compared with 47% who said so last year, according to a Harris Poll. Among consumers who intend ...
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Mobile Marketing Not for Everyone
Mobile marketing is on track to grow 27% to a $2.1 billion market in 2010, according to the Mobile Marketing Association. The total mobile audience is still relatively small, however, ...
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Touchscreen Mobile Phone Adoption Growing Rapidly in US
Touchscreen mobile phone adoption in the US grew 159% during the past year to 23.8 million users in August 2009, according to a study by comScore.
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Cable TV Tops List of Moms' Must-Haves
Cable TV, new clothes and accessories, and restaurant/bar outings are the three things that moms are most reluctant to give up in the name of saving money in this recession. ...
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Top 10 Online Retail Categories, September 2009
The top online-retail category by average order size ($) in September was automotive, followed by computer hardware in second place, and event and movie tickets in third.
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Gays Prefer Working in States with Marriage Equality
Other factors being equal, 71% of lesbian, gay, bisexual, and transgender (LGBT) adults would prefer a job with an employer based in a state that recognizes marriage equality over an ...
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Consumers 18-34 in US vs. Canada
Young adults 18-34 in Canada and the US agree that healthcare, education, and employment are the three most important issues facing their respective countries. But striking differences exist between these ...
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36% of Internet Users Visit Newspaper Sites
Newspaper websites attracted more than 70.3 million unique visitors in June (35.9% of Internet users), and their print counterparts inspired 82% of adults to take some kind of action, from ...
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Global Ad Spend Down Nearly 10%
Worldwide advertising expenditure in 2009 is estimated to be down 9.8% compared with 2008, a downward revision of 4 percentage points from projections issued in March, according to media communications ...
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How a Minority Can Look Like a Majority
Let's say a travel company sends out a series of email messages with a variety of offers. Campaigns 1 and 3 produce average clickthrough rates of just over 4 percent; ...
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Recession, Unemployment Drive Medical Site Traffic
Although overall traffic declined slightly (-3%) to US websites in the health and medical category year-over-year from March 2008 to March 2009, health insurance sites experienced an 11% jump in ...
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This Will Be on the Test
"Something that we preach at eROI is to TEST TEST TEST," says Ryan Buchanan in a post at the company's blog. "We believe that testing should be an integral part ...
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Relevancy, Discounts Matter Most to Women
Relevancy matters to women when receiving marketing communications. More than half (58%) of respondents in a recent survey said they want information that pertains to their lifestyle or relates to ...
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Frugal Consumers to Keep Retail Sales Flat
Frugal consumers are choosing to put more of their money into their savings accounts rather than into retailers’ cash registers, which translates into a glum forecast for retailers.
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Telecoms Increased Advertising in 1H09
Spending on advertising in Jan.-June 2009 fell 14.3% YOY, but the telecom category experienced solid growth (7.5%), with Sprint Nextel, AT&T, and Verizon increasing spending 55.3%, 6.3% and 3.1% ...
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Upscale Consumers More Budget Conscious
US consumers with a household income of $100K+ are feeling the recession's pinch, and it's changing what and how they spend.
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Top-Gaining Categories, Top Ad Networks in August
The humor, education, home improvement, and B2B site categories experienced the biggest gains in August. The ad network with the greatest reach was AOL Advertising, followed by Yahoo! Network and ...
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Visits Plateau to Medical, Health Sites
Some 67% of US adults, or about 154 million people, have looked up health and medical information online.
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Segmentation case studies, deconstructing real life examples and illustrating lessons learned

Reviving the Dead List to Grow Email Revenuesby Perricone MD
CASE STUDY: All your opt-ins won't stay loyal forever: Interests change, as do expectations about messaging and frequency. Even as your list grows, so will the number of unopened emails. So you should cut off the "dead weight," right? Not so fast, there might still be money to be made.
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How a Women's Clothing Retailer Bucked the 2008 Downturn, Upped Revenues via Emailby Intermix
CASE STUDY: Today's economy has earnest marketers scrambling for consumer attention. As inboxes become inundated with yet more marketing messages, the bar continues to inch higher for those attempting to stand out from the clutter. Here's how one retailer tweaked its email program to grow revenue, even in this market.
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A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site Experienceby Sydney's Closet
Five years ago, Sydney's Closet sold only plus-size prom dresses. Since then, however, the company has significantly expanded its lines, and it sought to segment its customers to help deliver content and offers that would be specific to their interests and needs. Here's its approach.
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How an Online Business Increased Conversions (Sales) on Landing Pages by Up to 12%by AutoAnything.com
AutoAnything.com, which sells custom-made automotive accessories and performance parts, designed its homepage almost a decade ago. But as e-commerce has become more competitive, the site needed a strategy. After testing different versions of landing pages, AutoAnything.com increased landing-page conversions by up to 12%.
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How Major League Baseball Doubled Fan Research Without Increasing Costsby Major League Baseball
Each year, when MLB's postseason culminates with the World Series, all eyes are on baseball—or are they? With most teams out of the running, do those fans continue to watch? Are the resources invested in marketing worthwhile, or in tune with fans' true passions?
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How the Kimpton Hotel Group's Affinity-Based Email Program Boosted Bookings Revenue Fivefoldby Kimpton Hotels
Kimpton Hotels had successfully created a loyalty program, but its email program was lagging. By implementing an email strategy that focused on segmentation and targeting individual preferences, and by adding a corporate branding strategy, the company increased email bookings fivefold.
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How a Nonprofit Developed Marketing Materials That Spoke to Its Culturally Diverse Audience, Bringing in New Membersby San Francisco Health Plan
A nonprofit health-plan provider serving lower-income San Francisco residents was designed for and by the residents it served. The health plan said it took "pride in speaking the language" of its local residents—but the community has large Hispanic, Vietnamese and Chinese populations, as well as other ethnic groups.
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Segmentation online seminar broadcasts from the best minds in marketing

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Segmentation marketing downloads for the busy professional

Benchmark Survey: Marketing to Hispanics
Link directly to the raw (aggregate) data in this 2006 survey of the ways companies are targeting their marketing efforts, and adjusting their business processes, for the lucrative Spanish-speaking segment. With access to the raw data, you can view the results, and even filter them to see how a subset of companies in your country or industry answered. In this way, you can interpret the data in the most meaningful way for your business.
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Benchmark Survey: Email Marketing
Link directly to the raw (aggregate) data in this 2005 survey of the ways companies are using email marketing, the cost savings they are experiencing, and the ways they combat list fatigue, declining open rates and other common email marketing challenges.With access to the raw data, you can view the results, and even filter them to see how a subset of companies in your country or industry answered. In this way, you can interpret the data in the most meaningful way for your business.
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