Cupertino-based technology giant Apple on March 21 lauched a cheaper 9.7-inch iPad for $329 replacing the old iPad Air 2 that will go on sale this Friday.
The answer is a firm no, but scientists think they’ve taken an important step toward better understanding the geology of Mars.
Why would Dale Earnhardt Jr.’s neighbor get so mad at him that he cussed him out last weekend? Earnhardt, after all, said he rents a house to him, has him … Click to Continue »
Time and again email has proved to be the most important weapon in the arsenal of a digital marketer. But gone are the days of “email blasts”. Now email marketing is mostly transactional in nature. Its success (or failure) depends entirely on how well you’ve segmented your audience, and which segment gets which email communication.
When you throw email automation into the mix, email list segmentation becomes even more important as email automation works entirely on nicely segmented email lists.
So let’s delve deeper into what email list segmentation is, and how it can help you send better email campaigns.
What is list segmentation?
In offline businesses, it can be a real mess to treat individual customers individually based on their interests and background. For example, if I run a restaurant and wish to provide a customized menu to each one of my customers, it would be a disaster. Firstly, I would not know instantly what that person might be looking for. Secondly, it’s impossible to customize that many menu cards and ensure each customer gets the right one. But unlike human resources (with less memory than machines), e-mail marketing can do that efficiently with the help of list segmentation.
Personalization is the future of retail and that’s exactly what e-mail list segmentation aims to do. You split up your e-mail master list into a number of smaller lists of customers based on their preferences, buying habits, professional background, and their history with your business. You can decide the size of these lists and how many filters you wish to apply.
List segmentation is all about converting heterogeneous email lists into small chunks of homogeneous lists.
How does list segmentation help?
List segmentation provides individual experiences to your customers. As e-mails can be edited and customized for each (or a group) of your customers, you can decide what goes there for that specific e-mail segment. It works more effectively than other mass media where you have to choose for a ‘one size fits all’ solution which might not work for all your customers.
With segmentation, you can target customers following a specific trend and send them only relevant mails. As they know there’s something for them, they will open the mail and actually see its content rather than deleting them unread. If you do the segmentation wisely, you will see an increase in your email conversions and eventually sales. And that’s our ultimate goal behind any kind of marketing campaign.
How to use customer data to create effective lists?
Now you know that list segmentation works but its success depends entirely on the kind of customer data you have. To start with, remember that no customer information is ‘not useful’. As marketers, it’s our duty to make any kind of customer data work for us. People’s lives are increasingly being synced with the web now and that makes it much easier to extract data. And as long as you can align any given data with an e-mail address in your list, it works!
- Collect data from different sources and use that information to create user profiles. You can take help from email marketing apps to gather information like the customers’ location and engagement with related activities.
- Segment these profiles according to different criteria. For example, you can make a list of customers who are interested in cosmetics and others who are more into buying books. Further, you can filter what kind/brand/costs of cosmetics these customers use and what genre/length/writers the book lovers prefer. The more you filter, the more your e-mail works!
Every piece of data is important. Starting from the gender of the targeted customer to their favorite sports team. You can use this data to send them specific offers in future. For example, when you know about the favorite soccer teams of your customers, you can use it to promote related merchandise during important matches.
Understanding the actual process of list segmentation.
Collect and organize data
That’s the core of the whole process. Obviously, you can’t segment lists without data. To start with, know where you stand in terms of data and what kind of information you require to promote and sell your product. Before you start with the actual job of segmenting, decide what data is more relevant to your business and how you are going to organize the data you already have. Then you need to find ways to collect more data.
Create user profiles
Based on the data you collect, create personas for your customers. You should know to which walk of life your customer belongs to. You can segment your list on this basis. Knowing if you customer is a mother, a student, or a working mother, helps you form the right segments. These segments can be used to promote different categories of your products. For example, knowing your customer and an idea of what a day looks like in their life, helps you know what products they use. You can then promote these products in the mails you send them.
Decide on your segments
Now that you have all the data and e-mail lists, choose how you want to segment these lists and start with the marketing. Apart from the norms that everyone follows, you can also find your own unique ways to segment your e-mail list.
Curate your content
After deciding on the segments, you now know whom to target and for what products or offers. Create your content and design based on your segmented lists. Make sure the content is engaging and is offering something to the customer in terms of information or other benefits.
Use your e-mail marketing tool.
Employ any appropriate e-mail marketing tools’ segmentation feature, and you are all set to send your segmented mails. Also, you are now ready for increased open rates, click –through rates, and conversions.
E-mail segmentation undeniably makes e-mail campaigns more effective. Though it requires lot of work in the beginning, once you start organizing the data, the workflow becomes easier. The most definitive goal of e-mail segmentation is to target customers with the right products. Hence it is very important to follow the segmenting process systematically and efficiently.
Are you already segmenting your e-mail lists or planning to do so soon? Do you think there’s anything significant that we are missing out? We would love to know your views in the comments!
The mission was simple: Transform a run-down 1930s Los Feliz, CA craftsman into a modern-day dream home fit for a young family.
Los Angeles interior designer Ryan White was up for the challenge, especially because he agreed with developers Jamie Davis and Jonathan Nash of W One Properties that the house should retain its old-fashioned charm.
“Let’s make sure we make it feel really authentic and not super-developed,” White recalls the pair saying. They envisioned a home “that still had the old bones” but reflects “the way we all like to live today.”
When you set foot in the home at 1921 N. Hobart, it’s clear White understood their request. Although there were no moldings in the home originally, he decided to bring some in “to give a little bit of a nod to an older, more refined style,” he says.
Wide-plank wood floors are also new additions, along with black iron banisters – a “nod to what you’re going to expect for the rest of the home.” The white paint was an obvious choice, he adds, as the low ceilings dictated he keep things as open as possible.
To maintain the old-school vibe, White added build-in shelves to the all-white living room; a linen closet was salvaged with the help of talented carpenters, who replaced the broken fittings and tracking.
After stripping the cabinets down to their raw wood, they were painted a thin coat of grayish green, which “nods to the English tradition of being crisp and clean and handsome,” White says.
He cites the U.K.’s Soho House as an inspiration, where the muted colors, seen in the powder room and study, would make future homeowners “feel like they’re in their own private club.”
Considering the house hadn’t been touched in decades and “looked like a crazy lady with 16 cats had lived there for 50 years,” White jokes, that’s saying something. “I remember walking in and being like, ‘Is this going to come together?’
“The house was essentially brought down to its studs and gutted to open the rooms,” he adds.
Today, 1921 N. Hobart boasts truly desirable amenities that a growing young family would ask for. The palatial master bathroom “feels like an oasis,” White says, thanks to an expanded marble shower, white clawfoot tub and vintage vanity.
In the double closets, another with-it addition, sconces were added to make it feel “like you’re walking into a high-end department store.”
However, the airy all-white bedrooms are where old and new harmonize best. There, you’ll find custom cabinets and benches that beckon you to take in the view.
Take the full tour:
Get the look
Inspired by White’s design? Here are a few tips for achieving a similar look in your own home’s upgrade.
Keep the character
“When you’ve decided what really makes the house shine, then you add in modern amenities,” White says. “I see way too many houses where people come through and completely gut it.”
Splurge on plumbing and fixtures
“I really do love adding in great plumbing and fixtures, whether it’s the lighting or sink,” White says. “Having those type of moments in a home … makes it feel a bit more creative.”
In the powder room, it’s easy to express your creativity, White says.
Try to “start off on a tailored level, keep it smart and then add the freak flag at the end.” But you don’t want to overwhelm the small space.
Photos by Stephen Busken
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Turning the tables on the big, established operators in your field can seem like an insurmountable task. But it needn’t be.
Marketing automation helps us to level the playing fields, giving our small business a fighting chance against the industry titans, and helping us to make up some serious ground. Here’s how…
Effortless resource coverage
For a small business to compete with the big hitters in the market, what are the options?
A: The small business attracts additional funding and spends millions developing its resources to reach the same level as its more established competitors.
B: The small business focuses on short term moves towards long term success, utilizing the resources it currently has in ever more effective ways.
Of course, the long-term goal might be to achieve option A, but in reality we can only work with what we have at our immediate disposal. In many cases, this means spreading our resources ever thinner as we aim to keep up with the industry leaders across an expanding array of channels.
With marketing automation, it need not be so difficult to achieve this. Instead of spreading ourselves too thinly, simply tap into the crafty marketer who exists within us all and take some of the pressure off with an automated system. With this in place, it becomes easier to make up the ground.
Streamlined cash flow
In the early days of business, reliable cash flow is vital. It is this flow of revenue which supports our strategies as we target growth, makes us a feel a little more confident about our business idea taking off, and gives us an additional element of security.
Automated processes can trim the fat from our lead nurturing strategies and clear the way for good, low level cash flow in the formative years of business. It helps us to optimize our conversion channels, reducing the time from first contact to full conversion.
When a business is established, spending more time nurturing prospects of potentially extremely high value is certainly worth the time and effort spent, but – particularly at the start – short term cash flow needs to be supported. The efficiency and simplification of processes provided by marketing automation make this possible.
It is not only the speed and efficiency of our processes which can be augmented by good quality marketing automation; we will suddenly find ourselves far more capable as well.
This is because marketing automation makes a little go a long way. Perhaps you only have a small team of staff, limited capital to draw upon, a slim number of business contacts, and only one or two lead generation channels. Marketing automation helps you to get the very best out of these resources.
So what does this mean in real terms? It means that, those strategies you have been dreaming of rolling out, those targets you’ve fantasized about hitting, they aren’t so far away. In fact, your business if far more capable than you had initially considered.
So, our scope has suddenly broadened; we have found that our business was better positioned to achieve great things than we had first thought, so what now? We need to plan our next strategic steps.
But, our business is still young, it is not yet established, it lacks the robustness and structural integrity to weather any serious financial storms. With this in mind, can we mitigate the risks in our future strategy?
Marketing automation gives us data, and from that data comes knowledge; both of our business and of the market we operate in. This knowledge is what we need to make sure that the strategic moves we make are the right ones. Small businesses can ill afford to make mistakes; marketing automation means they don’t have to.
Be everywhere, without the hassle
Omni-channel, omni-channel, omni-channel; this is the mantra of the moment, the marketing zeitgeist of 2016, but it is far more than just a buzzword. Customers are engaging with our businesses in so many different ways, often switching between multiple platforms during a single transaction. It is up to us meet them, wherever they are.
It is simple math; utilizing the same amount of resources across an increasing number of channels means less resources per channel and a dip in performance across each. But what if we add marketing automation to the equation?
By implementing marketing automation, businesses suddenly find themselves able to interact with and support leads and customers effortlessly across all channels. Much of what makes omni-channel such a drain on resources can be automated anyway, and it pays to take advantage of this.
So, we are meeting the needs of prospects and leads across different channels, we are making the right moves to take us forward in the future, we are supporting our efforts with cash flow, and we are managing our resources well. What else can we do?
To go even further, we must understand the demand for our products and services. What are our customers interested in? What can we provide for them in the future? How can we augment their total lifetime value?
Data derived from marketing automation platforms will give us the answer to these questions, helping us to get to grips with what the customer wants and how we can provide this to them. We can’t know what moves to make unless we have an insight into the psychology of our customers; gain this insight and make up yet more ground on the industry leaders.
Proactivity, not reactivity
We don’t need to let things happen to us, we need to be the influencers, the movers and shakers, the organizations disrupting the markets we operate in. This requires a proactive, not a reactive approach; this requires us to understand the market and to predict its future developments.
To do this we need data; data which is provided to us by marketing automation systems. Analyze trends, observe fluctuations and changes, examine the actions of more established model-companies, and apply all of this to business.
Over time, the result is a keen understanding; a distinct knowledge of market behaviors and how to influence them. The building blocks are all in place and growth will surely follow; those breathing the rarefied air at the top better watch out, because we are coming for them!
The post 7 Ways Small Business Can Catch Up Using Marketing Automation appeared first on GetResponse Blog – Online Marketing Tips.
If you’re a renter, you (and your bank account) probably know this already: Over the past decade, rents have been going up. And up. In many parts of the country, in fact, rents have been increasing at a faster rate than home values.
The good news? The rate of growth has gradually slowed since its peak in July 2015, according to Zillow Senior Economist Dr. Skylar Olsen.
While rents aren’t likely to drop anytime soon, their upward slope will be like a more moderate hillside instead of a glacial mountain – with notable exceptions in hot markets. (West Coasters, keep your climbing gear handy.)
Here are five top predictions for the rental market this year.
Rents will become more affordable
Rising rents will stabilize throughout 2017, with overall U.S. rental appreciation nearly flat, around 1.5 percent.
The hottest markets, like Seattle, Portland, the Bay Area, San Diego and Denver, will continue to see appreciation above 5 percent (and much higher in some neighborhoods), so it could take several more years before renters in those regions find some relief.
Most of the slowdown in rental appreciation is due to an upsurge in multifamily construction. More supply to meet the continuing demand helps keep the market in check, which is good news for renters.
Plus, incomes are rising nationwide, so the percentage of income spent on rent should become more reasonable.
More millennials will buy homes
The homeownership rate has been falling annually since 2006, and it remains at a near-historic low.
While new households are always emerging – kids move out on their own, couples split up, roommates find their own places – most of those households are rentals.
This trend may soon change, however, as more millennials start getting married or having children – milestones that often coincide with buying a home.
While they’re not all rushing to buy just yet, they plan to: The Zillow Housing Confidence Index found that millennials, more than any other generation, consider homeownership integral to the American Dream, and see it as a path toward greater personal freedom.
Populations will shift
Urban density will increase, but the suburban migration will continue.
While millennials might be thinking about upsizing, older Gen Xers and boomers will be downsizing and looking for walkable neighborhoods, creating more competition for housing in urban areas.
In many cities, rents have risen fastest near the downtown core, where construction hasn’t kept pace with demand.
Low inventory and high rents will continue to push renters out of the city in search of affordable housing, and, as a result, more people will be driving to work – a reversal of a decade-long trend – as they move outside areas served by public transit.
Denser development of smaller homes near transit and urban centers will likely increase in 2017 to address the inventory (and affordability) problem.
The suburban migration is not just a reaction to affordability, however. For families seeking better schools, more square footage and a sense of security, the suburbs have a lot to offer. The Zillow Group Report on Consumer Housing Trends found that after affordability, renters and buyers alike list neighborhood safety as a top priority.
New homes will be priced higher
Nationwide, construction of single-family homes has not kept up with demand, and that may not change anytime soon. The home construction workforce is shrinking, while construction wages have risen.
Labor may become even scarcer as immigration policies tighten. It’s estimated that undocumented workers make up 10 to 20 percent of the single-family construction labor force, so the loss of those workers could drive up wages even further.
The combination of rising wages and high land prices has led more builders to focus on the top-tier market – but those homes are out of reach for many first-time buyers. If there aren’t enough entry-level homes to purchase, those would-be buyers will continue to rent.
Interest rates will increase
Economists have been expecting interest rates to go up, and the Federal Reserve fulfilled those expectations with its modest rate increase this month. As unemployment rates fall and wages continue to grow, additional rate hikes are likely.
With a new administration in the White House supporting low interest rates, however, the Fed may encounter renewed pressure to keep rates down.
- The Perks of Renting in the Suburbs
- Two Ways to Compare Renting vs. Owning a Home
- Portrait of a Long-Term Renter: Crossing Generational Divides
With the recent outcome of the middleweight clash between Gennady Golovkin and Daniel Jacobs, a rematch is likely to happen, although, not in the immediate future. It is said, it their second meeting Jacobs could pull off the victory.