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Marketing Articles: Segmentation

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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. more
  • I Predict a Sunny Day
    "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 those customers most likely to buy—and not mailing to those who are unlikely to be interested." Only recently, though, have ... more
  • Don't Fear the Reaper
    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 attract younger members. But there's a problem: the young don't care for the repertoire favored by their elders. In general ... more
  • You Had Me at 'Recession-Proof': The Hispanic Market
    by Blaire Borthayre
    The Hispanic market seems to be the only one still flourishing these days in the face of economic doom and gloom. Foreign-born Hispanics in the US have been historically unaffected by economic downturns. Why? And how can you tap the market effectively? more
  • Case Study: Reviving the Dead List to Grow Email Revenues
    by Kimberly Smith
    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. more
  • Mom Probably Knows Best
    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 campaigns. Dayman wanted to know whether she—a stay-at-home mom—found the concept appealing. In her first email, she explains that the ... more
  • Hey! Over Here! We're Buying!
    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 Communications, Hispanics are less affected by the recession, tend to be more positive about it, [and] shop more often," says ... more
  • 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). more
  • Latest List-Growing Strategies
    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 Email List Growth Study are these conclusions: The best method for email list growth is onsite registration; ... more
  • Get Them to Give a Hoot
    "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 email system reports (I can't make this stuff up!)." The problem, she argues, is that these types of data cannot ... more
  • You Talkin' to Me?
    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 to its women's basketball games, Gonzaga University released a video of a coach calling the ONE person whose attendance would ... more
  • Where Did They Go?!
    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. "There's growing evidence that Gmail is disabling images for senders that users had previously whitelisted and enabled images for. Near-term, ... more
  • You Too Can Tweet, Part II
    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 in a MarketingProfs article. Incorporate these into your tweeting habits, and you'll be well on the way to becoming a Twitter ... more
  • 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 investment and cost-cutting decisions that have both a short-term and ... more
  • Easy There, Mr. Popular
    "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 no one knows about it!" If you've noticed a certain facetious quality to his enthusiasm, his next line makes clear ... more
  • That Is So Yesterday
    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, we've renamed it Customer Insight, to better reflect its broad intent and scope. See you next week. Seeking to grab ... more
  • The Easy Way to Slice and Dice
    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 notified of new products, specials, and offers based on past buying patterns, knowledge of the customer and what they've clicked ... more
  • 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 recipient are much more likely to be opened and acted ... more
  • This Space For Rent
    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 explains how to make it more appealing to select advertisers: Make it relevant. Adams offers an example: "For a newsletter ... more
  • 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 their hard-earned dollars. What can you learn from its example? In ... more
  • Como Se Dice 'Brand Loyalty'?
    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 an article at MarketingProfs, appealing to this rapidly growing segment is not as simple as hiring a Spanish translator. "[M]arketers ... more
  • Most Super Bowl Ads Aimed at Males; Most Money Spent by Females
    by Gerry Myers
    A few basic thoughts advertisers should consider for the 2010 Super Bowl: Who watches the Super Bowl? Approximately 100 million viewers, with more than 40 percent of them women. Who spends the most money as a consumer? Women spend approximately 85 percent; men spend only 15 percent. Who focuses more ... more
  • Case Study: How a Women's Clothing Retailer Bucked the 2008 Downturn, Upped Revenues via Email
    by Kimberly Smith
    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. more
  • Case Study: How a Targeted Lead-Development Program Earned an IT Company 34% Yearly Growth for Five Years (and Counting)
    by Kimberly Smith
    For IT company CenterBeam, sales is indeed a numbers game, but not in the traditional sense. Rather than trying to engage as many leads as possible, the company's sales force instead nurtures a smaller quantity of well-qualified prospects. more
  • Boost That ROI Right Now!
    "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 drastic steps, you might want to consider his better option: "Instead of taking an axe to your marketing budget … ... more

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