A few years back, my colleague David Riordan, wrote an excellent series of articles about email marketing.

I recently re-read them & believe there is merit & currency in most every post in the series. Ranging from strategy to the mechanics of list & email design, David elegantly captures the thinking behind successful email marketing programs.  

Rather than re-invent the wheel, I am going highlight what I believe are the (still) relevant posts in this blog, reminding readers of the value that can be returned with a well planned email marketing program.

David's sixth post moves on from strategy to an area of huge importance to the success of an email marketing programme - segmentation. This piece talks about why moving from poor practice (indiscriminate targeting) has required companies to "up their game" and become more sophisticated through personalisation and segmentation.

I hope you find this piece revealing & informing when looking at your own data & email management approaches.

The next post looks at Setting the Objectives for Success

-= David
CRM Principal