White Paper: How to Use Segmentation, Targeting and Personalization to Deliver Relevant E-Mail, Part

Share this article:
Segmentation. Targeting. Personalization. All are buzzwords used among marketers today. However, they are not new concepts. Academics have written about market segmentation for more than 50 years. Don Peppers and Martha Rogers raised the stakes in 1993 when they published "The One to One Future," and Seth Godin fueled the fire for permission-based e-mail marketers in 1999 with "Permission Marketing."


Incredible potential can be unleashed by acting upon segmentation, targeting and personalization strategies. Consider Amazon.com, which, amid considerable skepticism about its business model, built arguably the online world's most valuable asset: the Amazon.com CRM database. This database enables the use of segmentation, targeting and personalization techniques that deliver value to the customer while maintaining a very high level of trust.


http://www.dmnews.com/pdffiles/segmenttargeting.pdf


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Acxiom East?

Acxiom East?

Ogilvy & Mather launches OgilvyAmp, a think tank for data-driven marketers headed by expatriates from Little Rock's best-known data company.

Epicor to Acquire Analytics Provider QuantiSense

Epicor to Acquire Analytics Provider QuantiSense

Retail solutions provider seeks to up its data analytics game for large and midsized retailers.

One Third of Companies Fail to Measure Data Quality ROI

One Third of Companies Fail to Measure Data ...

Twenty percent of companies assume their data quality tools pay off, while another 10% doesn't monitor ROI at all.