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By Neil Anuskiewicz
Things have changed since Henry Ford said, "Any customer can have a car painted any color that he wants so long as it is black." Customers are a lot more in control now. You cannot sell the same product with the same messaging to everyone.
If you are an email marketer who is doing traditional "batch and blast" email marketing, now’s a good time to start segmenting and sending triggered emails. Doing this allows you to send more relevant emails and get a better response from your subscribers.
Most Email Service Providers (ESPs) have tools that make it easy to segment your list and schedule triggered emails based on certain criteria. In addition, email reports generate specific subscribers who performed specific actions (e.g., clicked on a link) and other data very useful in targeting your emails.
Segmenting will help you target your emails and get you far better outcomes. A lot of people hesitate to start because they are busy and think it will take a lot of time and effort. The reality is you can start with some basic segmenting and extend it from there.
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