Join our CEO & Founder Adam Oldfield as he re-evaluates Data Segmentation, exploring how to "Think Differently" to make better use of your data and look strategically at the analysis of activity.
This Masterclass provides a critical insight into the evolution of email marketing and the mandatory shift required to ensure your messages achieve cut-through and relevance.
Key lessons covered include:
- Segmentation Priorities: Why Engagement Segmentation has become more important than traditional vertical segmentation for honing your messaging and gaining deeper audience insight.
- The Four Essential Tiers: A data-driven methodology for automatically segmenting your audience into Active, Passive, Unengaged, and Dead contacts.
- Volume Strategy: A clear model for how your email send volume must be split across these tiers to satisfy mail server algorithms and achieve target open rates of 35% to 60% in your high-value segments.
- The Content Shift: A breakdown of the modern marketer's day, highlighting why 70% of time must be allocated to content strategy to ensure your messages are compelling enough to rise above inbox noise.
This session delivers a foundational strategy for accurate segmentation that protects your delivery profile and maximises campaign performance.