Demographic Segmentation Tops 2012 E-mail Marketing Tactics

E-mail was the most widely used channel for marketing in 2012, and segmented lists, purchase history and open rates were among the top techniques.
December 12, 2012

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.

Photo: iStockphoto