The evidence is in – segmented emails work better. A recent HubSpot article by Pamela Vaughn does a great job of detailing WHY segmentation is so important, and she cites data from Lyris and HubSpot showing that companies segmenting their email efforts experience higher open rates, lower unsubscribe rates and higher revenue from email efforts….
Often I’m asked if attitudinal audience segmentation can benefit B-to-B companies as well. While B-to-B projects carry some unique challenges compared to B-to-C initiatives — finding enough respondents can be tricky, and often they can’t be incented to provide their feedback, for example — I’ve conducted some fascinating B-to-B projects. As an example I can…
I’m a big fan of “The Good Wife” and the other day was watching a episode in which a key character was discussing his political campaign with his campaign manager and pollster. In an attempt to increase his youth support, the team decides to utilize the candidate’s previous jail term to appeal to this market….
I hope you enjoy the presentation on quantitative attitudinal audience segmentation research I gave this week at the BOLO 2010 conference. It’s on Prezi, which is a new technology for me but I’m very happy with the flexibility and visual interest it provides. I’ll post more on my thoughts about the conference and what I…
This week I’m privileged to be presenting a session on the importance of true attitudinal audience segmentation research to digital agencies at the BOLO 2010 Conference. I am also proud to be regular contributor to AgencySide, the organization that presents the annual BOLO conference and a terrific resource for agencies “going digital”. My posts for…
Whether you’re starting up a new business, launching a new product, or simply making adjustments to what you’ve been doing all along, a little planning can go a long way. Now, I’m a marketing strategist. I believe a marketing plan should start at the beginning — with your audiences — and do a thorough job…