HMBT #298: Your Preference Center is a Closet

About this episode

Hank Hoffmeier interviews Tricia Babischkin about improving email marketing through better segmentation and data usage.

In this episode, I sat down with Tricia Babischkin , a true expert in email strategy, to talk about how to stop wasting time with broad, generic email campaigns and start getting serious about segmentation, deliverability, and using data that actually means something. We cut through the fluff and got real about what makes email marketing work today, treating people like people, not just entries on a list. We talked about how most businesses are still too focused on vanity metrics and not nearly focused enough on behavior, engagement, and actual value. It’s not just about sending more email. It’s about sending  better  email to the  right  people. ✅ Top 5 Takeaways Stop Sending to Everyone Treating your entire list the same is lazy. Segment by behavior, lifecycle stage, or value. If someone hasn’t opened in a year, stop pretending they’re engaged. Use Real Data, Not What People Say Forget preference centers. What people  do  (clicks, purchases, site behavior) is far more reliable than what they  say they want. Build profiles from real actions. Deliverability Isn’t Just a Tech Problem It’s not just about SPF or DKIM. If your content…

People in this episode

Guest: Tricia Babischkin

Topics covered

• email marketing
• segmentation
• deliverability
• data-driven marketing

Keywords

• email strategy
• vanity metrics
• engagement
• value

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