The Importance of Segmentation and Personalized Content for Retention

This episode is centred around the importance of segmentation and personalized content for email and SMS marketing in the e-commerce industry. Will & Georgie discuss the various approaches to segmentation, including gathering data on demographics, preferences, and behaviors, and using RFM data to create targeted messaging. They emphasize the importance of measuring results and adapting strategies accordingly, while cautioning against both under-segmenting and over-segmenting.