For many, the idea of creating customer personas seems to be feasible only for big time marketing experts with billion dollar budgets. Yet increasing numbers of in-house marketing managers and local advertising agencies are finding persona marketing more affordable and important than ever.
Demographics like industry, location, job position, etc. have always been used to define our [...]

 
(Part 1)
Now that we have created our Triple Core Lists (TCL) and used calc{list}’s outline list type to organize our  “New Product” campaign let’s prepare for our second mailing.
Right off the bat we know we want to use our first email’s TCL to split this next mailing into two relevant messages; one for those in [...]

 
After every email you send it is essential that you capture and evaluate to whom the emails where sent, who opened them and who didn’t open them. I call these the “Triple Core Lists” because these lists will help your follow-up emails offer greater value and relevance.
In short, you need to engage and nurture your [...]

 
You’ve probably never thought about calculating contacts but you do it all the time! Let’s say you’re going to have a meeting. In your head you think; I need to invite Sam and Jill from Marketing, in Engineering I want Mike but definitely not Nick, and finally Matt, Tammy and Sue from production.
There, you are [...]