ExactTarget recently released a new whitepaper, You’ve Got Permission, Now Be Relevant: How to Use Segmentation, Targeting, and Personalization to Deliver Relevant Email. This whitepaper is part one in a series. The whitepaper goes over why an email marketer should be using segmentation and the reasoning why marketers should get away from the batch-and-blast method of sending emails. The whitepaper also gives a couple of segmentation and targeting methodologies from several industry experts.
One of the best points that this whitepaper brings up, is that your customer base is not a resource to be exhausted, but an asset to be valued and maintained wisely. Your customer base is like oil; all oil is not the same (not a homogenous group), there will not always be more oil (customers), the well will run dry.
eINFO – a collection of articles and studies about email marketing.