Laurie Petersen posts a recap on Online Media Daily from the Email Insider Summit in Florida, discussing why relevance and measurement are the most important factors in a healthy email program.
I especially love some of the examples she gives, such as targeting pregnant women at different stages of pregnancy, and puppy owners according to the pet’s age. While finding out this information about your subscribers can seem cumbersome, and developing the strategy, content and sending at the right time may seem a lot harder than blasting off one email to your list, it truly will pay off in the long run.
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