Kai Zeyher

How most companies do their segmentation is wrong. Built on best-guesses, and a focus on business needs, classic segmentation often does little to impact a customer's experience. Segmentation should start with the customer-- let your existing customers tell you what they like, and what they don't. Listen to feedback to make your digital marketing program transformative. What is a Segment? Segments are "buckets" of your customers. Most frequently used CRM segments are based on activity with a...

Having the best email design in the world won't make lasting customers unless the data to support the effort is dependable. Proper data management needs to be Reliable, Verifiable, and Secure. The better your data is, the better foundation you have to build a valuable relationship with your customers. Reliable Data needs to be accurate. Take names, easily the most (over)used "personalization" in customer-centric marketing. If you receive an email saying "Hello MICHAEL," that isn't going to...

CRM systems do not necessarily include an ESP (Email Service Provider), but many do. In fact, for most businesses, CRM and Email are joined without much distinction between them. There are a lot of good reasons for this, and we'll take a look at some of the most important features of Email that make it the prime choice for keeping your customer relationships relevant and engaging. Universality Most important is that pretty much anybody who is interacting with your business digitally also has...