As we come up on the end of the year, many of you are probably starting to think about what trends we can expect next year. One trend we're sure to see more of in 2015 is email campaigns that are highly targeted and segmented. In a world where people have more control over the information they consume than ever before, companies can no longer expect for people to pay attention to generic mass mailings that aren't targeted to their interests and priorities.
In this post, we'll discuss the three things you need to pay attention to when segmenting your email campaign data in order to make the most of your targeted email list.
1. Understanding Buyer Personas
A buyer persona is a fictional personality that marketers create in order to define their customers better. Start by creating two or three buyer personas for your company, paying attention to things like who these people are, what they're looking for, and how they prefer to communicate.