Post by account_disabled on Feb 27, 2024 4:19:51 GMT
When we talk about creating segmented campaigns, especially in training and lectures for beginners in email marketing, the first example that comes to people's minds is the “classic” segmentation between men and women, to offer different content to each one, after all, they can only have different interests, right? Hmm… Gender segmentation has always been present in advertising campaigns, and I myself have often used the explanation of “don't send Happy Women's Day to your entire mailing list, which also has men”. However, we need to look more carefully around us and realize that not everything is pink or blue, 8 or 80, black or white. There is more, in quantity and strength, than binary. We are having the privilege of living in an era not only of freedom, but of liberation: many people are feeling increasingly safe and confident to assume their true personality, freeing themselves from labels and leaving boxes that do not fully accommodate them.
In some email marketing forums and chat circles, the best segmentation options are often discussed: can you send Merry Christmas to the entire mailing list or will Jews feel offended? Can you talk about signs with the entire mailing list or will adherents of evangelical doctrines feel offended? Should I send 'pink brusinhas' only to women? SPREADSHEETS DO NOT HAVE FILTERS FOR HUMANITY SEGMENTATION For each campaign, we measure clicks, opens , errors , opt-outs , reading time, most Peru Mobile Number List clicked links and others. But we don't measure the humanity behind the message read, we don't measure the anxieties and fears of readers. This is why brands that speak through the discourse of diversity, plurality, have fans, not buyers; they have evangelists, not customers.
At the 2017 Cannes Lions awards, Sir Ian McKellen (a bow here, please) gave a speech about how being honest with himself, more specifically about his sexuality, was fundamental to his career. The panel's host, Jackie Stevenson, founder and global managing director of The Brooklyn Brothers , added that brands of today and the future will no longer be able to label society, especially when it comes to sexuality, stating that: “Today’s generation is resisting labels and segmentation and brands still insist on it.” Brazil is an especially diverse culture. And we, email marketing professionals, have to be careful when adopting certain campaign segmentation, especially when we conceive an idea only from the navel of large cities.
In some email marketing forums and chat circles, the best segmentation options are often discussed: can you send Merry Christmas to the entire mailing list or will Jews feel offended? Can you talk about signs with the entire mailing list or will adherents of evangelical doctrines feel offended? Should I send 'pink brusinhas' only to women? SPREADSHEETS DO NOT HAVE FILTERS FOR HUMANITY SEGMENTATION For each campaign, we measure clicks, opens , errors , opt-outs , reading time, most Peru Mobile Number List clicked links and others. But we don't measure the humanity behind the message read, we don't measure the anxieties and fears of readers. This is why brands that speak through the discourse of diversity, plurality, have fans, not buyers; they have evangelists, not customers.
At the 2017 Cannes Lions awards, Sir Ian McKellen (a bow here, please) gave a speech about how being honest with himself, more specifically about his sexuality, was fundamental to his career. The panel's host, Jackie Stevenson, founder and global managing director of The Brooklyn Brothers , added that brands of today and the future will no longer be able to label society, especially when it comes to sexuality, stating that: “Today’s generation is resisting labels and segmentation and brands still insist on it.” Brazil is an especially diverse culture. And we, email marketing professionals, have to be careful when adopting certain campaign segmentation, especially when we conceive an idea only from the navel of large cities.