A few years back, my colleague David Riordan, wrote an excellent series of articles about email marketing.
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 tenth post talks about how behavioural based segmentation is a valuable way of gaining an understanding how customers behave, rather than what they say they need.
I hope you enjoy & can put to use the ideas here, as part of the larger series I am re-releasing.
The next, and final post, is about segmentation by lifestyle.