A few years back, a then colleague of ours gave an excellent overview of email marketing. Ranging from strategy to the mechanics of list & email design, the series elegantly captured the thinking behind successful email marketing programs. Rather than re-invent the wheel, I have shamelessly borrowed the best of his material to create a series on the benefits of a well planned email marketing program
The 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.