Breaking Down Your E-mail Customers
April 11, 2007

The best way to analyze your e-mail is by breaking your subscriber file into two segments: type and source. Type consists of repeat customers (including new subscribers), offline customers (such as inactives) and leads; source includes site sign-ups, contest registrants, co-registration programs, appended names and so on. Segmenting such a comprehensive list may take time, but it will pay big benefits and you’ll identify the most productive groups, says Reggie Brady, president of Reggie Brady Marketing Solutions, an e-mail and direct mail marketing consultancy. Along with Luc Vezina, director of strategy and product management at GOT Corp., and Brent Laderoute, director of advertising at