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Back to School Marketing 2021: A Guide for the Retail Industry

Can’t-miss retail trends and predictions for the 2021 shopping season.

3 Strategies to Improve Engagement With Your Email Audience

Improving engagement is a common goal for many marketers. Why?—Because an engaged audience is more likely to cultivate brand advocacy, broaden market awareness, and drive an uptick in sales. So, with that being said, here are 3 email marketing strategies to improve engagement with your audience.  Strategy #1: Create an exit survey Unsubscribers don’t have […]

5 Ways Consumer Behavior is Changing in the United States Forever

Thanks to the coronavirus pandemic, the economy is in a recession and everyday Americans are going about their daily lives in ways no one could have anticipated at the start of the year (working from home, virtual happy hours, etc.). Some of these changes are temporary (e.g. masks), but some are going to last. Here […]

Why CMOs Need Predictive Analytics Now More Than Ever

There are many factors (some more important than others) that contribute to the success of a marketing campaign. But of all the factors to consider, predictive analytics might matter more than any other. Predictive analytics are what make it possible for brands to communicate with prospects and customers in a more persuasive way, and set […]

What Personalized Marketing Across Channels Looks Like

From social to SMS, desktop to mobile, today’s customer is spending time on lots of different devices and in lots of different channels. Therefore, the goal of every enterprise marketer should be to learn which channels work best for connecting with each, individual customer. By obtaining that insight, marketers can better create content and campaigns […]

4 Marketing Tips for Travel Brands in 2021

In the eyes of travel professionals, 2020 can’t come to an end soon enough. Borders are shut, flights are cut, airlines are filing for bankruptcy, hotels are empty, and this is—without question—the worst year on record for the travel industry. At Zeta, we know the pain the entire sector is in, which is why we […]

How AI-Powered Marketing Automation Changed Things Forever

Artificial intelligence not only gives marketers the ability to understand the interests and behaviors of individual consumers—it also makes it possible to communicate with consumers in a personalized, 1:1 way at scale. In other words, AI-powered marketing automation allows marketers (and the brands they represent) to send relevant messaging across a multitude of channels to […]

4 Ways to Boost Mobile Engagement for Your Brand

Almost half (45%) of the world’s population owns a smartphone, and many of those 3.5 billion owners rely on said devices to connect to the internet every day. As far as 21st century technologies go, it’s an unrivaled level of consumer adoption, and it’s why brands are doing everything they can to boost mobile engagement. […]


Incrementality Is the Best Measure of Marketing Effectiveness

The move to digital promised marketers better feedback compared to traditional, offline media. But approximately 15 years into the transition, many marketers feel frustrated by a continued inability to see (with absolute certainty) which investments move the needle. The bad news is, the most common methods of measuring effectiveness—media-mix modeling, multi-touch attribution, and panels—are flawed.  […]

email marketing

The State of AI-Powered Email Marketing

Despite its age, email remains one of the most effective (if not THE most effective) marketing channels across every single industry. As effective as email might be for your marketing team, there are ways artificial intelligence can help you supercharge your email marketing success. AI-optimization may be a relatively new chapter in the long history […]

With list segmentation specifically, email marketers can separate recipients into focused buckets. Larger buckets use broader segmentation qualifiers (geography, gender, age, etc.) while smaller buckets follow more nuanced parameters (personal interests, transaction history, etc.). This is the cornerstone of user list segmentation impact, and why it can improve email marketing metrics (e.g. opens, clicks, etc.). The impact of user list segmentation on email The age of the generic, mass-mailed email is approaching its terminus. As unread emails pile up and inboxes grow more cluttered, there isn’t any reason for recipients to engage with an email that isn’t catered to them. That’s why brands looking to “up” their email marketing success pay such close attention to list segmentation. It’s the key to sending targeted emails with smart, customized messaging designed to really “click” with the recipients of a given list. Higher open rates Even brands that own strong relationships with their customers and prospects must fend off attention-stealing attacks from competing brands across all channels. In email, that means using a catchy subject line, a compelling offer, sharp visuals, and sound body copy. Trying to tick all those boxes for a list that features thousands of diverse recipients is an exercise in futility. Fortunately, this is where the impact of user list segmentation becomes clear. By creating distinct recipient lists, it becomes easier for brands to develop variable copy that can meet the various expectations of recipients with different incomes, life experiences, expectations, needs, and wants. Better click-through rates Opens are great, but if email recipients don’t take a desired action (in other words, if they don’t click on your offer) is there any real benefit to the brand? Email is the blank canvas upon which smart, list-segmenting marketers paint their masterpiece, using different CTAs, templates, messaging, and more. In doing so, they not only achieve higher open rates, but they also see better click-through rates than their non-segmenting peers. Better engagement When a shopper buys a pair of jeans from, they receive an email confirming their purchase. The chances are high that this email will be more than a simple “confirmation”—it will be an offer-laden communique with links to other products that are tied to their shopping history. Maybe the email will even contain a discount that can be applied to a future purchase. Using behavioral-based list segmentation, Levis is doing more than sending a simple “thank you for your purchase” email—they’re subtly kicking off the next sales cycle. The confirmation email that’s automatically triggered when a purchase is made is designed to incorporate details of the recipient's segmentation (e.g their previous purchases) to deliver a more compelling, eye-catching message that increases the likelihood of additional sales down the road. Fewer unsubscribes Personalized content is relevant content, and relevant content is less likely to lead to the dreaded “unsubscribe” button. In terms of valuing the impact of user list segmentation, simply seeing fewer unsubscribes makes the juice worth the squeeze for many brands. (Added bonus—user list segmentation can lead to an increase in deliverability too since the email will be less likely to hit spam filters.) Want to learn more about the impact of user list segmentation? With the right strategy and the right tools, you can leverage list segmentation and personalization to take your email marketing to the next level. Talk to the team at Zeta!

What Is the Impact of User List Segmentation on Marketing Metrics?

To answer the question What Is the Impact of User List Segmentation on Marketing Metrics you need to first understand why user list segmentation is so powerful.  User list segmentation makes it possible to send personalized messages to prospects and customers across channels (especially email). As we’ve illustrated before, personalization is the key to modern […]


A Back-to-School Guide for Marketers in the Year of COVID-19

Back-to-school shopping is going to be a lot different this year.  Under normal conditions, almost 60% of back-to-school shoppers are largely done with their major purchases before the start of August. But this summer we’re seeing households (from households with elementary-aged kids to households with college students) delay their traditional back-to-school buying by several weeks.  […]

one-size-fits all marketing

The Risks of One-Size-Fits-All Marketing During COVID-19

Given the economic conditions surrounding the coronavirus pandemic, marketers can be tempted to engage in one-size-fits-all campaigns to save time and money. However, the risks of one-size-fits-all marketing outweigh the purported rewards. COVID-19 is impacting continents, countries, and communities in different ways. Marketers (and the brands they represent) need to take note of these nuances […]

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