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(Tactics) Segmentation: Learning From Best Buy
Jeanne Jennings examines the new approach to in-store marketing at Best Buy and explores the lessons for email marketers.
In particular, she discusses the implications for segmenting your reader base according to more than just type of product purchased. In doing so, she addresses the main constraints cited by marketers choosing not to segment and explains why the excuses don't hold up.
There's a wider lesson here, too, which is to keep an eye on marketing approaches outside of email marketing and see if you can't transfer a few ideas to your own promotions and newsletters.
Jeanne Jennings examines the new approach to in-store marketing at Best Buy and explores the lessons for email marketers.
In particular, she discusses the implications for segmenting your reader base according to more than just type of product purchased. In doing so, she addresses the main constraints cited by marketers choosing not to segment and explains why the excuses don't hold up.
There's a wider lesson here, too, which is to keep an eye on marketing approaches outside of email marketing and see if you can't transfer a few ideas to your own promotions and newsletters.
Permalink | September 13, 2005 |
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