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Behavioral Segmentation: Using Web Analytics for Better Email Marketing Results |
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 Email marketers have long known that an effective segmentation strategy is a critical component of overall email campaign performance. It’s no longer a matter of whether to segment your email list, but rather how to create the highest quality segments. While you can always create segments based on self-reported data, it’s far more effective to study how your email subscribers actually behave.
How are your targets interacting with the content in your email marketing campaigns and on your website? What signals are your customers and prospects sending you through their behavioral patterns? How can you monetize that data?
Spend a worthwhile hour with behavioral segmentation guru Matt Hayes to learn how to:
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Use behavioral data to segment your way to better email marketing results
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Best use Web analytics to understand email subscriber behaviors and associated implications
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Combine self-reported identifiers and preferences with behavioral data to refine email segmentation
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Market most effectively to your highest potential email segments
He will provide you with actionable strategies and tactics around behavioral segmentation and Web analytics that you can implement right away. And he'll share some great success stories that show how marketers like you are getting results.
Duration: 1 hour
Moderator: Alli Libb, American Marketing Association
Presenter:
 Matt Hayes
Director Full Service, Lyris
Matt has 5 years experience managing email and online marketing for some the largest brands in the US and UK. As the director of full service he and his team have experience and expertise in creative design, HTML for email, Web forms and Web analytics with advanced campaign analysis, test and learn and ROI reporting.
As a special bonus, all Webcast attendees will receive a FREE guide - Data to Dollars: How to Turn Marketing Metrics into Money - a perfect complement to the Webcast presentation. It's an actionable guide full of best practices and how-to's that will help you turn data into dollars in an efficient manner.
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