Clickz: The Future of E-Mail: Four New Marketing Segments You Need to Know About

By Jeanniey Mullen, ClickZ, Mar 16, 2009

It’s said that the only constant is change. As you look around the world of marketing, you can certainly see significant change happening.

Retailers are moving away from short-term dramatic discounts and moving toward value pricing for the long haul. Technology companies are steering away from marketing technological advances, instead embracing sustainability. Even in e-mail, we’re seeing changes come from a strategic perspective.

One of the most exciting changes coming down the road for e-mail is how we look at segments in our e-mail databases. Historically, segments have consisted of your tried-and-true responders and non-responders. From there, sub-segments have often included new customers, high-value customers, high-transaction customers, and so on. The approach to e-mail segmentation has typically followed standard direct-marketing practices.

Times, they are a changin’…read on