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Once upon a time, people relied on referrals via word of mouth to bring customers to their door. As businesses evolved, so too have referral programs. Successful customer acquisition, conversion, and retention begin with a marketing strategy. When applied as part of that strategy, referral marketing programs offer customers incentives with the goal of driving customer loyalty – and sales; people pay more attention to referrals from those they trust. We all have a circle of trust in real life and online. A brand endorsement from within that circle via a positive comment, rating or a review is more meaningful than the endorsement of a stranger. In fact, 97% of consumers read online reviews before making a buying decision. Referral programs therefore have a significant role to play in driving sales.

Popular types of referral programs
  • Direct referral programs: Incentive-based programs tied to marketing strategy encourage customers to promote a company’s brand in exchange for products, services, or financial benefits. This simultaneously invites new users and encourages brand loyalty among existing customers.
  • Symbiotic referral programs: These programs reward both the customer and their prospect with a tangible good or financial benefit.
The “Classic” Referral: Airbnb

How did a company that didn’t exist 10 years ago become a staggeringly successful business valued at around $26 billion? What was the secret to their success? A solid marketing referral program. Airbnb sent email invitations to existing customers, offering a travel credit when new members took their first trip and offered a bigger cash incentive for first-time hosts. Obviously, marketing referral programs worked for them and many others, such as Uber and Amazon Prime.

Going beyond traditional referral software

While Marketing Referral programs work, traditional programs are difficult to implement and manage. Referral programs that don’t include automation are difficult to measure and can be both costly and inefficient, often defeating the benefits gained from the program in the first place. Referral Marketing Automation has evolved beyond that and many marketing automation platforms are better than ever at supporting referral programs. MAP can streamline and simplify some of the most time-consuming responsibilities for marketing and sales. From automating the lead qualification process to creating a centre for digital campaign creation, MAP simplifies it.

What are the benefits of using Marketing Automation?

An automated incentive campaign means that marketers can better use their time and resources running efficient, measurable, and profitable marketing referral programs.

  • Marketing automation is easy to use and reminders are a snap to schedule.
  • With less staff required for initial contacts, these resources can be redirected to call warmer leads and have the time for intelligent, quality follow-up.
  • Campaigns are quick to deploy, with easy integration into existing tools like email, analytics, eCommerce, payment, and sales & reward components.
  • MAP allows for finely-tuned monitoring and tracking delivering the data needed to gauge success.

MAP further supports business referrals by allowing businesses to promote and personalize their relationship with every customer, lead and prospect, through meaningful digital strategies that include lead qualification, cultivating relationships, follow-up campaigns, plus lead and digital footprint analysis.

4 ways Marketing Automation makes for easier promotion

If you have a strong online presence and great online reviews, you should have no problem gaining referrals and recommendations, impacting your conversion rates, and increasing your revenue. Don’t be afraid to tap into the goodwill you’ve built among your customer base to drive new sales. Here are 4 ways automated referrals can be more easily promoted with simple CTAs:

  1. Links to landing pages (implicit in footers, email signatures, follow-up emails)
  2. Links to landing pages (explicit in direct invitational emails)
  3. Drive invitations via social media (repetitive basis, via bio or descriptions)
  4. At member login pages

Marketing automation isn’t just for referral marketing. MAP projects touch several different parts of your business. From IT, Sales, Marketing, and Operations, these platforms provide actionable insights into your prospects and customers leading to improved ROI and greater success for the savvy marketer.

The post How Marketing Automation Can Support Referral Programs appeared first on Marketing Automation Experts | Goose Digital.

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How do you drive performance in your digital programs, once you’ve completed your technology implementation? Let’s say you’re a year into a new CRM, or marketing automation system, and now you’ve started to plateau. What’s the next step to continue delivering results?

Thanks for checking out the Wing It Podcast! Tune in each episode to see Goose Digital staff (and the occasional guest), discuss digital marketing strategy, industry news, and exciting MarTech developments.

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The post Driving Marketing Performance </br>Wing It Podcast Ep. 24 appeared first on Marketing Automation Experts | Goose Digital.

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1 in 2 Canadians will be diagnosed with cancer in their lifetime. Let’s get that number to 0. We speak with the Canadian Cancer Society’s GTA Director, Tanya, and COMDA.COM, Ontario’s #1 donor, about the great work the Society’s doing and how you can get involved in defeating this horrible disease.

HELP COMDA CONQUER CANCER

GET INVOLVED WITH THE CANADIAN CANCER SOCIETY

Thanks for checking out the Wing It Podcast! Tune in each episode to see Goose Digital staff (and the occasional guest), discuss digital marketing strategy, industry news, and exciting MarTech developments.

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The post Conquering Cancer ft. Canadian Cancer Society </br>Wing It Podcast Ep. 23 appeared first on Marketing Automation Experts | Goose Digital.

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The more successful your company is, the more there is to juggle. Wouldn’t it be great to be able to be in 10 places at once? If your business includes an eCommerce site, you can use a Marketing Automation Platform (MAP) as a virtual marketing assistant. MAPs can drive a company’s efficiency by streamlining everyday marketing tasks and workflows. Want to send a promotional campaign to tens of thousands of customers in the time it takes to compose a single email? Think MAP. Worried you’re losing potential conversions at checkout? No worries, MAPs can win them back.

Benefits of a Marketing Automation Platform for eCommerce:
  • Reduces manual tasks saving you a boatload of time
  • Increases engagement without increasing workload
  • Tweak, change or pivot campaigns, messages or promotions on a dime
  • Fewer mistakes
  • Allows you to work in more places at the same time, increasing efficiency
How Marketing Automation supercharges your effectiveness with customers

How can you drive continuous business to your eCommerce site? Here are 4 insider tips used by successful eCommerce marketers that really work… while making your life much, much easier in the process.

1. Use list segmentation for newsletters, deals, and promotions

Segment your email lists using what you know about your customers or subscribers – past purchases, behaviours, open and click rates, etc. It also allows you to target your follow up to those who engaged (or those who didn’t) to send further targeted emails and messaging based on their behaviour. By sharpening your focus and sending messages to appropriate segments within your lists, your customers will find your campaigns more relevant; and relevant campaigns get better results.

2. Convert abandoned email carts

You’ve worked so hard to get that purchase, yet there it sits, abandoned, in a shopping cart. Did you know that a MAP can make it easy to regain that lost sale? Sending specific emails to cart abandoners is a simple and effective way to drive those extra conversions using MAPs.

Add promo codes or discounts to further incentivize the customer to finish the purchase
Because timing is everything, your MAP can even be set up to catch that almost-purchaser at next-day, 3-day or next week intervals. Then you can simply set them to turn off when the purchase is completed.

3. Referral programs

In eCommerce, nothing is more powerful than a referral. People pay more attention to referrals from people they trust. Using a MAP to coordinate your referral program can save you time and help you do it right. Say you have a new customer who has already received your welcome email campaign and they’ve made another purchase. Now is your chance to capitalize on their brand ambassadorship. Encourage and incentivize them to refer you to a friend via a link back to an internal blog. The friend gets a Welcome email containing a special offer and a follow-up email 2 weeks later if they haven’t used the offer. The original customer gets reminder emails and confirmation emails about the status of their referral. If you execute this well, both recipients will be much more likely to give you a high open rate for your emails in the future. Not only that, but you’ve hopefully created yet another brand advocate who may continue this cycle!

4. Show reviewers some love

Use your MAP to encourage customers to leave a review about your product or service, but make it worth their while. Include an incentive so they feel like they’re in a mutually respectful relationship with your company or brand. Adding a promo code, a freebie, or a discount off their next purchase is a simple yet effective reward for doing you a solid.

Your MAP can help you transform your marketing operations with modern technology and innovative tactics aimed at raising the bar for your eCommerce marketing. Use MAPs to build a digital marketing machine that will deliver your highest ROI activity and power your company’s success for years to come.

The post 4 Ways eCommerce Marketing Automation Drives Outstanding Success appeared first on Marketing Automation Experts | Goose Digital.

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In the first five parts of our blog series, we have looked at how marketing automation helps brokers build omnichannel awareness, improves the audience consideration phase when strategically leveraging email, personalization and automated programs and empowers the action and productivity of sales and service teams

Our sixth and final blog looks at building advocacy. Not unique to the insurance industry, many businesses pay an inordinate amount of attention to finding ways to source new business and often overlook the most valuable asset they already have – their existing customers. Relevant messaging, at the right time in a customers lifecycle can drive tremendous value for a broker. Customers that see value in their broker relationship tend to be more loyal, and loyal customers are the best advocates. While the benefits of customer loyalty may be easy to understand, the plan to build advocacy at scale is likely less so. This is where Marketing automation comes into play.

Get Personal

You know your customers (or at least you should!). Insurance has a distinct advantage over industries such as retail and arguably even banking, as policyholders provide a significant level of information about themselves. This data then can be used to personalize conversations. And, the longer someone is a customer the more you will come to know them. Marketing automation is often seen as a tool that impersonalizes communications given its ability to automate them, but the opposite is in fact true. The more data fed into marketing automation platforms, the more personal and powerful the outbound messaging can become. There is absolutely no reason why communication should ever start with “Dear Customer” and should ever make that customer feel like the broker doesn’t know them. All messaging from your marketing automation platform can leverage data from your BMS and/or CRM, including policy number, policy type, company name and the designated producer and/or CSR. These personalized fields can quickly change a message which has little value to any recipient to a message that has value for everyone who receives it. Dynamic content, which goes one step further and automatically inserts the right image to really drive home the ‘we know you and understand’ you (think single family home vs condo, downtown office tower vs manufacturing plant) is one of the many tools that allow insurance brokers to drive personalization at scale.

Add Value with Every Touchpoint

Customers complain that the only time they ever hear from their broker is at renewal time. Not only is that a lost opportunity for brokers, but it’s actually a disservice to clients. Brokers are in a unique position to understand the details of the policy a client has in place and the specifics of what they need to be properly protected, as that changes in line with their personal or business lifecycle. Welcome Programs, which can be automatically triggered once a quote is bound, are a great way to introduce a customer to your brokerage and set up the expectation of ongoing and regular communications. Monthly newsletters driven by easily segmented lists provide brokers with additional opportunities to ad relevance with content about extreme weather or changes in legislation. Cross-sell and up-sell emails powered by marketing automation allow for truly relevant recommendations driven by existing policy data and can include opportunities across different lines of business or within existing ones. Prebuilt templates, housed in the platform facilitate the execution and automation logic optimize the cadence of the timing of when these messages are sent.

Make Referrals Straightforward

Investing in your customers with examples like those mentioned above can provide returns on many levels. Increased retention rates, higher premiums and greater customer lifetime value are certainly among them. But a satisfied and loyal customer will also be happy to tell others about their experience. And customer reviews and referrals matter – consumers read reviews before they purchase products or services and they value referrals almost as much as personal recommendations. Build a referral strategy by finding the right time to ask a customer for a referral, craft the message and determine who should be making the ask.  A marketing automation platform can then execute your referral program with efficiency in mind; custom templates, personalized to and from fields and direct links to the referral forms make it easy for producers, CSRs and most importantly your customers.

Creating advocacy is a function of how you treat your customers. Marketing automation can help you leverage their recommendations to grow your business.

We hope you are enjoying our blog series.

Join us for a live webinar on June 20 at 2 pm where Nancy Costa, VP Marketing & Operations at The Hull Group will discuss how marketing automation has changed how The Hull Group approaches their lead management and customer marketing, and the value that the closed loop reporting provides.

Reserve Your Spot

The post Building Advocacy and value with customer marketing – Part 6 in our Marketing Automation for Brokers series appeared first on Marketing Automation Experts | Goose Digital.

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In the first four parts of our blog series, we looked at how marketing automation helps brokers build omni-channel awareness and improves the audience consideration phase when strategically leveraging email, personalization and automated programs.

Our fifth blog looks at driving action. We examine how sales and service productivity can be optimized through lead management and behaviour scoring and the reporting benefits of having all inbound and outbound engagement driven through a single marketing platform.

Driving Action

Understanding how and where the audience engages is important for brokers. While this is equally true for both leads and customers, lead management requires a slightly different approach. Leads are still learning about your products and services so while you may have been successful at driving awareness and getting them to consider you, they often still require nurturing and education before converting.

Stages in the Lead Funnel

If your lead generation strategies have been successful you will see that bump in  traffic on your landing pages and/or website. Your sales team may have already quoted and bound some of leads, but regardless of whether you are focused on lower price point products such as tenant insurance or longer consideration ones such as comprehensive commercial policies, not all leads will convert to policyholders in a first (or even second) touchpoint.

You have invested in driving these leads, and you want to fully realize their potential. In order to do that you need visibility into their behaviour – including what drove them to you, what products they are interested in and the level of their interest. Measuring, monitoring and acting on each of these touchpoints is very important but can be challenging for a sales team without the right platform. And, without the ability to track each one of these, reporting on the success and return on your investment is next to impossible.

Lead Visibility

Everytime a lead engages with you- website, social, chat, text, email- they leave a digital trail. These breadcrumbs enable you to learn more about them, including the products or services that are of interest, the challenges they are trying to resolve and the channels where you are most likely to ‘find’ them. Think of the value that this enhanced knowledge, connected to a single contact, presents for your sales and service team. It  provides them with the ability to engage in a personalized way, and focus the conversation around how you can resolve the problem (ie provide the right coverage). This type of engagement gives a distinct advantage over the competition.

Lead Management

The benefit for your team is clear. So let’s break down how the lead management actually works. In part 4, we discussed how automated lead nurture and quote reminder programs can handle right timed follow ups with personalized and product specific messaging. Each time a lead engages with any of this content is an indication of their continued interest. But not all engagement is of equal value. For example, opening a reminder email is good, but clicking on an included link and visiting a product page is better. And, signing up for webinar you or a partner market is hosting is even better. Behaviour Scoring is an automation tool that tracks these different interactions and assigns a summed up score to each one of your leads. Your sales team can then be alerted about warm and hot leads with specific information  on where and how they engaged so they can follow up in a timely manner, armed with all the details they need for a valuable conversation.

Customer Service Management

Behaviour tracking isn’t reserved for just leads. Customers within the claims process – starting from finding out if they have the right coverage, to understanding the process through to making and tracking the claim – will also leave breadcrumbs. Viewed from the lens of a customer, think of the value of receiving an email from a CSR triggered by a visit to your claims page or hosted content relevant to the claims process.

Measuring the Impact of Sales and Service Productivity

Leads and customers aren’t the only ones leaving digital breadcrumbs. Every automated follow up email, every logged call from sales and follow up email from a CSR is also trackable. Having all these touchpoints automatically tracked enables reporting ranging from campaign and channel specific lead engagement, through to product specific lead timelines. And, combining these with sales data will power reporting on return on ad spend and ROI.

The real benefit of marketing automation for brokers is not in the multitude of tools and tactics, but in the overall efficiencies and growth that a best of breed platform can deliver for your brokerage.

We hope you are enjoying our blog series.

Join us for a live webinar on June 20 at 2pm where Nancy Costa, VP Marketing & Operations at The Hull Group will discuss how marketing automation has changed how The Hull Group approaches their lead management and customer marketing, and the value that the closed loop reporting provides.

Reserve Your Spot

The post Optimizing Your Broker Sales & Service Teams With Lead Management and Reporting Across All Touchpoints (Part 5 in our series) appeared first on Marketing Automation Experts | Goose Digital.

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Insurance is undergoing sweeping digital transformation, but often the tech focus is on personal insurance, leaving commercial on the wayside. In this episode, we discuss how lessons learned from the PI side can be used to revolutionize the way CI brokers engage with their customers and prospects.

Thanks for checking out the Wing It Podcast! Tune in each episode to see Goose Digital staff (and the occasional guest), discuss digital marketing strategy, industry news, and exciting MarTech developments.

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Commercial Insurance Digital Revolution - Wing It Podcast Episode 22 - YouTube

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The post Commercial Insurance Digital Revolution </br>Wing It Podcast Ep. 22 appeared first on Marketing Automation Experts | Goose Digital.

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Last week we attended Vertafore’s Accelerate user conference, presented by NetVu, in Cincinnati. While we’ve attended many digital marketing, digital commerce, and insurance events across North America, this was the first Insurance event for us in the United States, and our first Vertafore event.

We exhibited at the event with our partner Act-On Software, our partner in delivering market-leading digital marketing solutions for the Finance and Insurance market.

Here’s what we learned.

The Strategy Gap is Pervasive

Just like their Canadian counterparts, the Brokers, Agencies, and MGAs we met in Cincinnati are looking for Digital Strategy support. Many have tried various digital tactics and technologies, and in some cases have made some headway. But the prevailing feedback from Vertafore users is that they are looking for help pulling it all together – into a single cohesive digital strategy.

In fact, this theme was echoed in several conversations with Vertafore team members who recognized the significant opportunity for their customers who are taking a strategic approach.

Why the gap in strategy? Until recently, many businesses have taken a conservative approach to digital solutions. For most firms, building out a complete digital team, along with the supporting marketing technology, is a significant investment in money and time, and has many unknowns. However, we heard that for many the timing is right to develop their plans.

Goose Digital has a Digital Roadmap solution for Insurance Providers. This cost-effective engagement helps Brokers, Agencies, and MGAs map out a 12-18 plan (with budget) to roll out a strategic digital plan.

One Solution for Personal and Commercial Insurance

We heard several times about the surge in Commercial Insurance products that is taking hold. Many Brokers or Agencies that traditionally were highly focused on Personal Lines, are now developing strategies for their Commercial Lines. And those who were always a mix of both, are seeing the demand increase on the Commercial side of things, furthering their revenue and margin opportunity.

Many Vertafore users also learned that digital marketing solutions in Commercial Insurance have significant upside opportunities. For a number of reasons, Commercial Insurance has benefited from significant growth in digital via strong Lead Targeting, Lead Nurturing, and Cross Sell opportunities – all of which are powered by Act-On’s Marketing Automation Platform.

As such, it is very important the Marketing Automation Solution can support all Product Lines efficiently and effectively. One size fits all does not work anymore.

Vertafore Partner Community is Strong

We were very impressed with Vertafore’s approach to partnering in the market. From top down, the entire company is very focused on developing a strong ecosystem of partners, ranging from Technology to Service partners. This is very exciting for Vertafore’s users.

Vertafore is really driving the “community” message, but what’s more visible is the feeling you get from talking to their team. We met people who had only been with Vertafore 5 months as well as senior executives with 10 years of tenure – the “partner community message” was pervasive across the board.

We also learned about Vertafore’s latest cloud based integration support for AMS360 using Restful APIs.

In fact, Act-On plans to integrate with Vertafore’s AMS360 product to bring best-in-class Marketing Automation Technology to their users. This would be a first for Vertafore AMS360 and would power up modern marketing campaigns across the entire customer journey of all insurance products.

Goose Digital also has plans to become a Vertafore Orange Services partner later this year.

What’s Next?

We’ll definitely be back next year and look forward to developing the Vertafore partnership.

In the meantime, if you’re interested in learning more about our solutions in the insurance market, please head over to goosedigital.com/insurance.

The post Goose was at Vertafore’s Accelerate</br>Our Key Takeaways for the Insurance Market appeared first on Marketing Automation Experts | Goose Digital.

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It’s all about sales. The software’s in place. The tools are ready. You have your lead gen flow down pat, but now what? Marketing automation is all about enabling your sales team, giving them the tools to close the deal and drive revenue.

Thanks for checking out the Wing It Podcast! Tune in each episode to see Goose Digital staff (and the occasional guest), discuss digital marketing strategy, industry news, and exciting MarTech developments.

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Always Be Closing - Wing It Podcast Episode 21 - YouTube

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Always Be Closing - Wing It Podcast Episode 21 - SoundCloud
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The post Always Be Closing </br>Wing It Podcast Ep. 21 appeared first on Marketing Automation Experts | Goose Digital.

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Nobody wants to be the one who emails the same message to their entire audience regardless of their past engagement with previous emails. It’s important to get it right, because email marketing is the cornerstone of marketing automation. Personalization is critical. So is delivering relevant content that interests your audience with subject lines that attract attention.

List Segmentation is a great way to split up your database so you can run more effective campaigns or tailor your message to a specific audience. Subdividing your list or database into groups with similar characteristics, needs, or interests is key here. This process will allow you to build groups of customers or prospects around relevance and engagement.

Start with buckets

Place your contacts into buckets based on their conversions or content interests. For example, as soon as a lead completes a purchase, you can tag them as a customer. If they make another purchase, you could then tag them as a repeat customer. Similarly, you can tag a lead or prospect as a warm lead once they complete a goal such as downloading a whitepaper.

Some common tags include:

Lead: a prospect or someone you are trying to engage
Customer: someone who has made a purchase, or is a current/past client
Partner: someone who facilitates engagement in an indirect way. A friendly. 

Hot, warm and cold leads

You can further segment your leads by the content that has appealed to them in the past. For example, you can decide how “hot” a lead is based on their engagement with your emails:

Hot lead: opened an email within the last 3 months.
Warm lead: haven’t opened an email within the last 3-6 months.
Cold lead:  haven’t opened an email over the last 6-12 months.

These breakpoints will often vary by industry and use-case, so be sure to adapt these according to your business.

The communication cycle

You can further segment your leads by looking at how long they’ve been in your communication cycle to give you an idea of message relevance. You need to have different strategies depending on where they are in the cycle. Emailing New Leads first (because they are more likely to deliver a higher open rate) is a common strategy. You can also use Marketing Automation to drive deeper engagement with your target audiences through targeted messaging cycles.

New Leads (within last 60 days) send more detailed content with more frequent messaging.
Not-so-New Leads (within the last 6 months) send exciting, value-driven messaging.
Old Leads (older than 6 months) time to say good-bye.

Focus your messaging

Companies with more than one product or solution can group their leads by interest, identifying which solution they were interested in to be really focused. You can base this kind of segmentation on several different criteria, such as:

  • Conversion history
  • Website page views
  • Consumed content
  • Past behaviour (messaging they have previously responded to) or,
  • Set up a subscription management center to let audiences decide what they want to receive from you.

List segmentation is a great way to start building your marketing automation strategy while keeping your email reputation intact. If used correctly, it will ensure that email remains a vital way to maintain a trusting, productive relationship with your customers while driving success for your business. Email may no longer be a standalone way to reach audiences, but it still has its place in the modern marketing stack. Not bad for one of the internet’s oldest mediums!

If you need help on best ways to segment your email lists, contact us today.

The post Easy and Effective Email List Segmentation Strategies appeared first on Marketing Automation Experts | Goose Digital.

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