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Ahhh, the big question.
Please don’t hate me, but there just isn’t a simple answer to this one. Luckily however, I have found some interesting stats and expert opinions that help answer the online version of the age-old question ‘how long is a piece of string?’.
Firstly, let’s start with: What’s Normal?
I wrote a white paper in February called Whatever You Do, Don’t Send Your Email Marketing On… (shameless plug) but, in my usual fashion, it’s a pretty detailed document that is going to drive you Impulsive and Ambitious types crazy.
So here’s the short version with the summary of the most valuable data (and yes, for you Disciplined and Considered types, there is a link at the end of this article to get your free copy of the full whitepaper). (more…)
Segmentation is often viewed as the Holy Grail of marketing. People chase after it, hoping that it will solve all their woes. Very few find it, and even fewer make good use of it.
The reason? Perhaps, much like the Holy Grail, the value of segmentation lies more in the context than in itself. There are two ways in which I believe the context of segmentation is (usually) completely overlooked: (more…)
