Marketers sent more newsletters, promotions/discounts and free content via e-mail than any other type in 2012, according to a survey from Lyris. List segmentation and e-mail performance reporting led among the techniques employed by marketers to ensure the success of e-mail campaigns.
Among marketers who segmented lists, demographic differentiation is the most popular form of segmentation, followed by purchase history and e-mail open rates. And as marketers grow increasingly sophisticated, there will likely be opportunities for list segmentation based not just on "static info about who a person is, but dynamic info on what the consumer has done," according to eMarketer.
Learn more at eMarketer.