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Jaime Romero is a featured contributor to Email Marketing Metamorphosis: How to Make Your Customers Love Their Inbox Again.

Here's the complete contribution:

Segmentation will drive the conversation around email marketing in 2018. This discussion will happen both between marketing and data teams and between marketing teams and their vendors.

Under the umbrella idea of segmentation, there is a confluence of factors that can be considered trends in their own right. However, all of these factors are ultimately forcing a larger discussion around segmentation.

With the rise of AI and machine learning within marketing, we now have the ability to build infinite amounts of segments, all the way down to segments of one. Marketers will be looking for vendors who can embed AI-driven segmentation into their marketing stack.

Account-based marketing and predictive companies will partner with more established email service providers to drive these functions. The most successful providers will be those that can provide the least amount of friction between sales and marketing and between vendor and vendor.

Interestingly, content seems like it should drive the opposite pressure on segmentation, considering the cost of content may warrant fewer segments.

However, these microsegments will require a nearly infinite amount of content. I believe the natural response here will not be infinite content but the evolution of personalization. For me, personalization is not just about adding %%firstname%% but using real insight to drive messaging personalized to that specific recipient's pain points and needs.

This will result in AI being able to apply the right content pieces at the most applicable time and place.


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