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 Segmentation

Plug-ins: Email marketing

February 01, 2012

Email marketing is no longer a one-to-many communications strategy. Today's marketers realize that customized, personalized and timely messages are what drive open rates, click-through and conversion. Consumers expect your messages to cater to their unique interests and purchase patterns. Our experts offer up their best advice to help marketers take advantage of consumer expectations.
 

Is interest-based targeting replacing demographic targeting as the new model?

February 01, 2012

Demographic marketing has long been the industry standard, but does it have a future? Andrew Bailey, chairman at Proximity North America; Michael Benedek, president and CEO of Datonics; Gary Reisman, principal and founder of NewMediaMetrics; and Liz Deutch, EVP, global director, customer engagement at Draftfcb, weigh in.
 

Q&A: Paul Notzold, group creative director, Aspen Marketing Services

February 01, 2012

Paul Notzold, group creative director at Aspen Marketing Services, a division of Epsilon, says good targeting is about building authentic experiences.
 

Shriners Hospitals taps Leo Burnett as AOR

January 06, 2012

Shriners Hospitals for Children named Leo Burnett Business its agency of record (AOR) for all brand positioning, creative strategy, media and public relations initiatives, said Amy Ritzel, corporate director of PR for Shriners International and Shriners Hospitals for Children, on Jan. 6.
 

Glean customer data pool for marketing intelligence

Joe Cordo, CMO, Extraprise January 01, 2012

With 2012 approaching, there is a single, inescapable trend that we are seeing, no matter the marketing channel: big data.
 

Sunglass Warehouse filters holiday list with new ESP

December 01, 2011

Sunglass Warehouse, a division of One Click Internet Ventures, is a Greenwood, Ind.-based retailer of more than 1,000 eyewear products. The online merchant had to devise an email strategy for the 2010 holiday season to more effectively reach and convert shoppers. It previously worked with email marketing and list services company MailChimp, but decided early in 2010 that a new partner was needed.
 

Marketers ramp up real-time strategies

December 01, 2011

Ask any marketer what it takes to effectively reach consumers in a digitized, mobilized and socialized shopping environment and undoubtedly he will say you've got to target the right consumers with the right message at the right time. Increasingly, however, marketers are going beyond the notion of "the right time" by attempting to target consumers in real time with personalized and segmented interactions.
 

AllPosters.com masters deliverability with its Gmail users and bypasses spam folder

November 01, 2011

Art.com's AllPosters.com uses the imagery of vintage movie posters and famous artworks like Vincent van Gogh's "Starry Night" to spice up email marketing messages. Of course, if the email is not delivered, those beautiful images are meaningless. So when the e-commerce company had trouble getting through to Gmail accounts, it aimed to get to the bottom of the problem.
 

Optimize email marketing for campaigns

September 01, 2011

Email marketing enables marketers to deliver custom messages directly to an in-box that many consumers check multiple times a day. Best of all, consumers have opted into most email databases, meaning they've already expressed interest in receiving communications from that brand.
 

Successful drip marketing relies on list segmentation

Valerie Vallancourt, Emailvision September 01, 2011

Email is not going away, but your prospects and customers may if you do not target them appropriately.
 

Understanding the fan journey

Rob McQueen, EVP of sponsorship, Momentum Worldwide August 01, 2011

Many marketers and agencies have developed the tools necessary to 
address how shoppers act, feel and what ultimately leads them to purchase. Now, what about the "fan" journey?
 

Household brands observe parents' needs in defining segmentation tactics

Mercedes Cardona July 01, 2011

As households brace themselves for the annual back-to-school shopping season later this summer, marketers will rely on digital media, and in particular social media, to reach time-starved parents. Those efforts are evolving well beyond merely "friending" favorite brands.
 

Q&A: Ryan Tuttle, VP of strategic services, BrightWave Marketing

March 22, 2011

Ryan Tuttle joined BrightWave Marketing, an e-mail focused digital agency, in January. He's the former COO of Engauge Digital where he rose in the ranks from account manager at Spunlogic, which was later acquired by Engauge.
 

Segment a b-to-b base into 'high' and 'low' value

Steve Khederian, director of analytics, Catalyst March 09, 2011

As marketers we seem to have an innate temptation to complexity, perhaps driven by the range of analytics tools and processes at our disposal.
 

Spanair taps demographics to deliver holiday surprise

March 02, 2011

Spanish airline Spanair surprised nearly 200 passengers on one of its flights from Barcelona to the Canary Islands as part of its "Unexpected Luggage" campaign, developed by Shackleton.
 

Yahoo Mail offers new engagement opportunities

Tom Sather, director, professional services, Return Path December 01, 2010

Yahoo recently unveiled a new webmail interface worldwide, codenamed "Minty," which follows on Hotmail's recent makeover and Gmail's release of the "Priority Inbox."
 

Merkle, X+1 partner on segmentation tool

April 07, 2010

Customer relationship agency Merkle and online ad-targeting firm X+1 have partnered to create a Web-based customer targeting and acquisition tool.
 

Travel marketing hospitable to data segmentation

Mary Elizabeth Hurn March 15, 2010

IHG's Sagan talks about how the hotel chain balances relevance with privacy in its segmentation strategy
 

Segmentation focus strong in b-to-b

March 15, 2010

Business-to-business marketers are ahead of the curve when it comes to segmentation. After all, b-to-b marketing revolves around targeting specific groups of customers looking for particular solutions to problems.
 

Data Segmentation drops the big, bad attitude

Chantal Todé March 12, 2010

Audience segmentation and testing is important to direct marketers, who must reach their prospects with the most targeted, relevant messages possible to ensure the most ROI.
 

Revving up relevance in loyalty messaging

Di Cullen, president, Direct Antidote October 08, 2009

n an April 2009 study conducted jointly by COLLOQUY and my customer loyalty agency Direct Antidote, we asked more than 2,000 US consumers in an online panel how relevant they found loyalty program communications on a 10-point scale. Just 32% of consumers surveyed rated the relevance of program communications at an 8 or higher. However, many of their responses sustain hope.
 

Inside the inbox: What are your customers really seeing?

Jeff Wilbur, VP of marketing, Iconix October 07, 2009

One of the fundamental requirements of a successful e-mail marketing campaign is understanding how your customers interact with your e-mail. Yet this kind of behavioral data is hard to come by. How often do they look at their e-mail? What else is competing with your message in the inbox? Do customers view the message in the preview pane? Are they seeing images?
 

Which e-mail metrics are you overlooking?

Steve Webster, chief strategy officer, iPost September 09, 2009

This article shows you how to interpret and optimize the conversion rate of your various e-mail list segments to drive meaningful revenue improvement. Sustainable e-mail marketing doesn't burn out your list by over mailing, or addict your subscribers to unprofitable discounts. Instead, it balances revenue generation with reasonable email frequency and quality offers for your subscribers.
 

Sending relevant, targeted marketing emails

Olivier Piscart, Regional Manager, North America, Email Vision August 26, 2009

Sixty percent of marketers are not making the most of e-mail campaigns because they are still using 'spray and pray' tactics, according to Forrester Research. While marketers are under increasing pressure to grow their databases and get their message out to as many people as possible, the most important factor however should be that e-mails are sent out timely, relevant and, above all, wanted. In the current climate, companies can not afford to let potential sales drop because of an ineffective e-mail marketing strategy which serves little purpose.