Readers are being bombarded by more and more content each and every day. This overwhelming volume of articles, videos, status updates, and more is causing audiences to bounce faster from websites, click "delete" immediately on emails, and use any method available to tune our the noise.
At the same time, reliable sources of content distribution are becoming increasingly important for publishers, as spam filters grow more powerful, ads are blocked, and social media becomes a pay-to-play channel. So what can publishers do to earn the reader attention and engagement they so desperately need to drive revenue?
It's easy for readers to glance over emails that make them feel like "just another name on an email list." Or leave a website that's littered with far too many irrelevant options. But when it feels like a newsletter was curated just for you, or a website had the exact link you were looking for—that's what keeps people engaged for longer.
Audience segmentation and personalization can make one-to-many communications feel more personal, while simultaneously offering greater value to a larger number of readers.
To help you learn more about audience segmentation and personalization, we teamed up with BrightInfo to write Personalize or Perish, the definitive guide on how publishers can:
Collect better unified audience data across websites, events, emails, and more
Build audience segments specific to internal or external offerings
Communicate unique messages out to these segments via email and on-site content