Too often I see entrepreneurs and small businesses hammering away at their leads with the same failed messages over and over again.  If your email open rates are low, rethink your content – and rethink who you’re sending specific messages to.

In our Email Expert Academy program, we teach you to “listen” to your leads activities, and segment them so you can target the right messages that will resonate with their interests.  I want to offer another way to think about how you can develop content, and identify your lead’s buyer type.

I outlined this approach in a panel discussion that I participated in recently:

Comment below how you think this could work at your organization.