The various theories of statistics are fascinating although it is probably not the best chat-up subject at a party. There are a number of disciplines, which inevitably leads to a certain tension between committed supporters of each. However, there is one thing on which they are united and anyone who uses email marketing software will agree: what you measure is critical.
You will have certain details of your subscribers already: their email address obviously, the source of their subscription, perhaps their age, their preferences and, for B2B, their position in their company. You will want to know what additional information would be useful to improve targeting. You do not have to look far for the have the answer. The product is the critical feature.
If you have an item you wish to sell, for instance a management course, the trick is to define those who would be interested booking it and you should search your email marketing software under these criteria. For instance, there might be those who would have to self-fund the course. Other attendees might well be sent by their managers.
In this simplistic example you have two distinct groups of customers, so you will need two emails in order to appeal to both. It follows therefore that you need to know which of your customers are starting out in business and which manage middle managers. The criteria emanate from the product.
This is not the nightmare it might seem at first glance. In fact it makes it easier. The design of you emails can be specific. The trick is to ignore passive information, such as age, and go for active information, such as their desires.
It goes deeper of course. Your target might well not be the end user. The needs of a baby are taken into consideration by the purchaser of a pram but it is far from the only criterion.
The circumstances of parents might well dictate that the prime consideration for them is price although fashion might well have a considerable influence. It might, however, be grandparents who perform what some considered to be a right of passage. Therefore the product dictates who will be targeted. If it looks pretty cool but is fairly cheap then you will search you email marketing
software for 30 somethings.
But if your product is a little old fashioned, of excellent quality and can be advertised to those in their 50s as the must-have accessory for the new mother then you will use a completely different email list. Again simplistic but you can hopefully see where this is going.
Age dose not define what a person will buy except in the broadest of senses. Fashion depends more on lifestyle than when a person was born. Go to any high street clothes shop and you will see three generations hovering around the same rack. They will have certain things in common but obviously not their age.
Email marketing software is only as good as the information you feed into it. Bland generalizations will not give you the edge. You are the only ones who can define the customer for your specific product.