If you haven’t already, say goodbye to “spray and pray” emails.
Email can be an effective marketing tool both in terms of cost and engagement. But if you are sending the wrong messages, its effectiveness greatly declines. Additionally, you risk higher unsubscribe rates by filling users’ inboxes with messages that are inappropriate or irrelevant.
Users expect personalized experiences that address their needs. According to David Aponovich, email segments must be sliced with surgical precision to ensure delivery of relevant and timely messages that will be read.
Learn more in his post “‘Spray & Pray’ Must Go Away: Why Marketing Needs to Get Surgical.”