Expect to see a lot more emphasis on market segmentation and personalization in the future.

This is known as behavior-based marketing. It might sound complicated, but it isn’t.

As marketers, we track simple behavioral triggers, like knowing if and when someone opens an email and clicks on a link.  Once armed with this information, we know they are interested in our offer and then for us to follow up.

As you start collecting more data about what your readers are interested or not interested in, you can not only segment your list accordingly, you also have the ability to tailor what you continue to send them based on the data.

Suddenly your messages become more personal and more relevant.  And as a result, your readers grow more engaged and excited because you keep giving them more of what they care about.  It is a win-win situation.

The key to success this year and beyond is more about delivering the right message to the right person at the right time.

Knowing your audience better is more important than ever, especially if you plan to launch products in the future.

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