Recent columns have touted e-mail database segmenting for several reasons, chief among them improving CPM and reducing unsubscribes. We've discussed the need for a chief slice-and-dice officer to head up database segmenting and enhancement activities.

Probably the most worthwhile undertaking is developing an e-mail preference center (EPC). An EPC provides the ability to identify people on a granular level: avid Stephen King fans; people who can't wait to get their hands on Usher's next album; and people who want to know everything about keeping their lawns green.
Read Article >> Posted by: DTB at 9:44 PM  |  Permalink