Client:
Internet Advertising Bureau
Brief:
As a member of the IAB Email Council, representing Stream:20, I produced blog content to help educate fellow IAB members on all things email.
Setting up an email lifecycle program

As we all know, getting your data right is the key to a successful email campaign. One of the simplest but most effective ways of segmenting is by lifestage. Here’s Stream:20’s quick how-to guide to what to say and when.  

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Predictive modelling is the new black

Standard segmentation is all well and good (no doubt you’ve got the standard lifestage, product holding, average spend etc. covered), but it’s time to take your targeting to the next level. And predictive modelling is the new black.

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