Segmentation 101: Demystifying Email Marketing Myths with Tara Dinoski

12/11/24 • 43 min

No Hacks: The Mindset Behind Digital Optimization and Growth

Unlock the secrets to effective email marketing and smarter audience engagement!
In this episode, Tara Dinoski, CEO of Indico Digital, shares practical strategies for making email marketing work without overcomplicating it. Learn how to create meaningful segments (hint: start with customers vs. prospects), why overusing buzzwords and gimmicks won’t get results, and how integrating email with other channels like paid media can be a revenue game-changer.

Tara also debunks myths that hold brands back, including the idea that there’s a “perfect” time to send emails or that SMS marketing is always the better choice. Plus, she shares her unique perspective as a digital nomad, balancing client work while traveling the world and building a high-growth agency.

Whether you’re just starting out with email or looking to optimize your current strategy, this episode is packed with actionable insights you can apply today. And for fun, we get Tara’s take on the best Greek dishes and the biggest lessons she’s learned from living abroad.

What you’ll learn in this episode:

The first step to better email segmentation
Why “testing just to test” won’t get results
The smartest way to integrate email with other channels
How to manage client work while living a digital nomad lifestyle
Simple strategies to build your email list

Chapters:

0:00 Introduction to Tara Dinoski and Indico Digital
0:38 Strangest client call as a digital nomad
1:59 How location and time zones affect client relationships
3:40 Overcoming fear in email marketing
5:18 The basics of segmentation: customers vs. prospects
7:28 Real-world insights from segmentation (boots and colors example)
9:52 Myths about email marketing: Testing and over-segmentation
12:18 SMS vs. email: Costs, myths, and misconceptions
15:42 The perfect time to send emails is a myth
19:00 Integrating email marketing with paid media
22:55 How reviews power smarter email campaigns
28:12 Life as a digital nomad: Lessons from Greece and Medellín
32:40 Balancing work, travel, and client expectations

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What you’ll learn in this episode:

The first step to better email segmentation
Why “testing just to test” won’t get results
The smartest way to integrate email with other channels
How to manage client work while living a digital nomad lifestyle
Simple strategies to build your email list

Chapters:

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Previous Episode

Bridging Data and Decision-Making: Bhavik Patel’s Take on Analytics

Welcome to No Hacks – the podcast where experimenters and optimizers share their secrets about CRO, experimentation, and mastering analytics to create impact! In this episode, we’re joined by Bhavik Patel, Director of Experimentation and Analytics at Lean Convert and founder of CRAP Talks, a renowned cross-discipline tech meetup. Bhavik brings years of experience leading analytics teams at companies like Hoppin, Moo, and Gusto, and today he dives deep into the art of measurement and its role in driving meaningful change.

Bhavik kicks things off by challenging the notion of measuring everything, advocating instead for purposeful tracking to focus on what truly matters. He explains the critical difference between product management and feature management, emphasizing how companies often lose sight of impact by failing to measure effectively. His mantra? “When you measure everything, you measure nothing.” This episode is a masterclass in aligning analytics with real business outcomes.

Throughout the conversation, Bhavik shares insights into building and scaling experimentation programs, the challenges of poor data quality, and the importance of connecting product metrics to revenue. He illustrates the transformative power of experimentation, both in business and in personal growth, offering relatable stories and actionable advice. From his experience launching CRAP Talks to helping organizations bridge the gap between teams, Bhavik reveals how measurement serves as the foundation for innovation and accountability.

The episode also explores Bhavik’s approach to applying analytics principles to personal life. He discusses how a simple metric tree helped him improve his health and build lasting habits, showcasing the value of measurement in achieving goals beyond work.

We wrap up with a fun rapid-fire segment, where Bhavik shares his favorite analytics tools, memorable A/B tests, and even a hilarious CRAP Talks moment. Tune in for an inspiring conversation filled with practical tips, personal stories, and fresh perspectives on making data-driven decisions that matter.

00:00 Welcome to No Hacks
01:18 Measuring with Purpose: Bhavik’s Philosophy
03:42 From Product Management to Feature Management
07:14 Connecting Metrics to Revenue: Why It Matters
12:30 Scaling Experimentation Programs and Avoiding Pitfalls
16:52 The Impact of Poor Data Quality
20:14 Lessons from CRAP Talks and Building Community
23:45 Applying Analytics to Personal Growth: Bhavik’s Story
28:40 Rapid Fire Questions
32:15 Career Advice for Aspiring Experimenters
35:20 Closing Thoughts: Measurement as a Path to Impact

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Next Episode

Aligning Business Goals with OKRs & Experimentation Strategies with Bjarn Brunenberg

In this episode of the No Hacks Podcast, I had the pleasure of sitting down with Bjarn Brunenberg, Experimentation Lead at TomTom. Bjarn has a passion for turning big ideas into actionable steps, and in this conversation, we get into the nuts and bolts of OKRs (Objectives and Key Results), how they differ from KPIs, and why they’re a game-changer for teams and businesses alike.

Bjarn shares some incredible stories from his time at TomTom, where he’s been helping the company shift from their famous hardware devices to innovative software solutions. We also talk about how OKRs can help bridge the gap between ambitious company goals and the day-to-day work that teams do.

Here’s a glimpse of what we covered:

The difference between OKRs and KPIs (and why getting this right matters).
How to avoid common OKR mistakes, like setting vague objectives or misaligning teams.
Practical tools like the KPI Tree and Opportunity Solution Tree that make complex goals feel achievable.
Lessons from experimentation failures (including a pricing test with unexpected results).
How Bjarn applies the principles of OKRs to his personal goals, like learning Portuguese and becoming a keynote speaker.

Whether you’re a leader, part of a product team, or just someone looking to bring more structure and focus to your goals, there’s something here for you. This conversation is full of relatable insights, practical advice, and a good dose of humor about the challenges we all face in trying to “get it right.”
Chapters:
00:00 Understanding OKRs and KPIs
01:33 Bjarn's Role at TomTom
03:02 Challenges with OKRs
04:01 Aligning OKRs with Business Goals
06:46 Frameworks for Clarity
10:37 Common Pitfalls in Product Development
12:54 Rapid Fire Questions
13:18 The Humor in Testing Failures
14:13 The Ethics of Pricing Tests
14:56 Lessons from Professional Mistakes
16:44 Favorite Optimization Tools
17:36 Applying OKRs to Personal Life
22:17 Real-World Applications of Product Development Strategies
25:04 Final Thoughts and Season 2 Wrap-Up

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