In Virus Disruption, Direct Mail Offers Advantages

As the majority of American adults hunker down at home, with all but essential businesses closed or working remotely because of the COVID-19 crisis, AccuList reminds marketers of the unique advantages of targeted direct mail, which takes promotions right into homes, has the highest response rate of any channel, and has the ability via print technology to connect with digital, too. A post by direct-response agency SeQuel Response notes that since the majority of American have responded to the crisis by increasing online shopping, many direct marketers have flooded the digital zone with new e-commerce sites, digital advertising, social media promotions, and e-mail. With online channels overcrowded, direct mail offers a way to reach consumers in their homes and rise above the noise. The agency provides some good tips: 1) Ensure creative elements and messaging align with consumer sentiments for positive brand awareness; 2) reconsider mail frequency and timing if warranted but make sure not to lose touch with the audience; 3) solidify existing customer relations, with increased focus on retention and brand awareness to help survive on the other side of the crisis; 4) integrate direct mail with digital marketing, a proven way to boost response and reduce CPA, including use of print technology, such as QR, AR and VR; and 5) plan for the post-crisis world, recognizing that a campaign takes six weeks from list development to mail drop, to make sure messaging can evolve post-crisis. Given current disruption of buying processes, “optichannel” campaigning, meaning supporting a customer’s buying process via the channel best for them, becomes essential for ROI. Direct mail adds special advantages to an optichannel mix, especially when combined with modeling and digital integration, argues a recent Target Marketing magazine article. Among the article’s examples is Galileo Learning, which operates children’s summer camps in California and Illinois. The company used response-lift customer modeling to identify higher-response prospects on external lists and then put the resulting savings toward even better creative. As a result, response surpassed expectations by bringing in 155 new campers and $66,000 in new revenue. In another Target Marketing case study, Meals on Wheels, in the Diablo region of California, mailed a holiday donor appeal that garnered $230,000 in donations and 43% new donors. The charity attributes the 75,000-piece mail campaign’s success to, first, defining more-responsive list segments for existing donors, lapsed donors and prospects via demographics and customer-look-alike modeling, and, second, adding targeted digital advertising (e-mail, social and online display) that delivered a 600% increase in campaign impressions over the mail-only control. For more, see https://www.acculist.com/amid-virus-disruption-direct-mail-has-optichannel-advantages/

Mobile, AI Trends Impact E-mail Marketing

E-mail marketers can expect to ride some positive trends into 2020, according to e-mail pros. While continuing to top other channels in terms of ROI, e-mail marketing in 2019 also showed improved delivery rates, rising open rates and increasing click-through-rates, per UK-based Data and Marketing Association. Digital marketing platform Smart Insights recently turned to several experts to find top strategies to help leverage the positives this year. The impact of mobile usage on e-mail can't be underestimated. In 2019, mobile browsing (53% of traffic) surpassed desktop/tablet browsing (47% of traffic), notes Smart Insights. And while mobile still lags in terms of purchase revenue (32%) versus desktop/tablet (68%), it's growing fast, with a 23% year-over-year increase that has helped accelerate mobile optimization across digital channels. Data from Litmus shows that mobile devices also led in e-mail opens (41.9%) compared with desktop opens (18.2%) by Q1 of 2019. Coding e-mail creative for a mobile-viewing format is only the beginning. Changes to copy, images and overall layout can boost click-through by streamlining presentation to place the focus on quick engagement and CTA links, note experts. Concise copy with enough white space for easy reading is a first goal. Other tips include using image dimensions that are small enough to render well and placing images on the "first fold" to encourage scrolling. Using e-mail design with short copy not only leads to quick scanning but also allows the call-to-action (CTA) to be seen early and avoids excess scrolling that loses click-throughs. Finally, make sure that e-mails are rendering correctly across all types of devices, a testing option offered by most e-mail service providers. Artificial Intelligence (AI) is coming of age in marketing, including e-mail campaigns, with 87% of current AI users say they are planning on using it for sales forecasting and e-mail campaign enhancement, per Statista. Connext Digital foresees seven ways that AI will begin to influence e-mail marketing: 1) applying algorithms and data insights for predictive personalization; 2) analyzing demographics, purchasing patterns and online behavior for smarter segmentation; 3) automating workflow for e-mail triggering, tailored messaging and lead nurturing; 4) using natural language technology to find the best words for response optimization of subject lines and CTAs; 5) improving e-mail timing and frequency by specific recipient;6) A/B and multivariate testing to quickly identify trends and develop predictive results; and 7) developing data to enhance broader analyses, for example to predict potential churn. Privacy regulation is another factor for e-mail. Cold e-mailing, spamming and phishing have tainted e-mail’s reputation among consumers (and marketers), but recent privacy regulations, including the European Union's GDPR and California's CCPA, have spurred the e-mail marketing world to go beyond CAN SPAM to focus on privacy, compliance and subscriber trust. See our full website post at https://www.acculist.com/mobile-ai-highlight-e-mail-marketing-trends-for-2020/

Smart List, Mail Design Cut Postage Costs

Maximizing direct mail ROI requires cost efficiency, especially in the postage realm. Good list selection and hygiene are key to avoiding mailing waste. Another important factor in controlling postage costs is mail package design. If you are sending mailings to the wrong people, people unlikely to be interested in your offer, lower response rate and cost inefficiency will be reflected in poor ROI. Using tools from predictive modeling to customer profiling to segmentation can improve list choices and targeting parameters. Plus, AccuList USA's proprietary list research can help clients find the top-performing lists for their specific vertical market. But no matter how data is targeted, dirty data with duplicates, errors, invalid addresses, and old demographic or purchase history information will create costly delivery failures and misdirected waste. That's why AccuList USA goes beyond list brokerage to provide expert merge-purge services that combine and standardize data in order to eliminate duplicates, identify and correct old or undeliverable addresses, verify zip codes, and maximize postal discounts. In fact, by comparing names and addresses to real-time information on multiple public and private databases, AccuList USA offers an advanced hygiene regimen that is able to identify and correct twice as many addresses as standard USPS FASTforward and NCOALink use, which only represent a portion of U.S. movers and undeliverables. USPS offers postage discounts to mail pieces that are not only addressed correctly but also designed for processing on automated equipment. For mail to qualify for the lowest postage rates, the mail piece needs to be at a letter size, which is a minimum of 3 ½" high by 5" long and a maximum of 6" high by 10½" long. Larger mail pieces fall into the flat category, which can cost more than twice as much per piece as a letter. Plus, to take advantage of automation, the piece must by rectangular, with an aspect ratio (length divided by height) of 1.3 to 2.5, or risk costing twice as much in postage. The addressing and barcode block on letter size mail also must fit into the USPS OCR read area to avoid additional postage. Naturally, weight matters. Keep the weight of a folded self-mailer under 1 ounce; if the piece weighs over 3 ounces, it must go in an envelope. Thickness counts, too.  If a mail piece is less than 0.009" thick, it costs more in postage. On the other hand, the maximum thickness for letter size mail is ¼" and for flat size is ¾". For more, see http://www.acculistusa.com/smart-list-mail-design-choices-help-save-on-postage/

E-Mail Marketing Success Relies on These Basics

E-mail is a key part of most omnichannel marketing strategies, Yet dodging spam filters and reeling in responses from crowded inboxes is an ongoing challenge. A recent Direct Marketing News article laid out some basic tips on how to get the most out of e-mail marketing. First, data matters. Even the most well-crafted e-mail will end up in spam folders if delivered to an e-mail list with too many duplicates, outdated addresses, missing permission hygiene, spam traps, etc. Quality e-mail data is essential to deliverability, which means regular cleaning and updating of house lists, or carefully vetted rental lists (sponsored e-mails) for prospecting. Quality data is also key to the targeting that maximizes response, using segmentation and personalization to tailor offers and messaging to specific audiences and individuals. Once an e-mail lands in the inbox, the subject line, a brand's first impression, impacts open rates. While there are few absolute guidelines, be aware that 50-70 characters in length is the "sweet spot" for readability, per the article. In those few characters, the subject line needs to quickly convey an offer/value and tone that intrigue the audience. Beyond avoiding words and symbols likely to trigger spam filters, A/B testing is usually the best way to find which subject line leads to higher open and click rates, as the article advises. While focusing on a first impression, too many e-mail marketers forget the importance of a closing impression. For example, after gaining response and conversion, marketers can use transactional e-mails (e-mails acknowledging a purchase, donation, sign-up, etc.) to expand customer/donor value by offering a reward (discount on next purchase as an example), a loyalty program, a newsletter, social links and more. When it comes to design, the key to success today is the ability to translate across desktop, tablet and mobile devices. Remember, research shows that more than two-thirds of consumers access e-mail through their smartphones! Plus, e-mail isn't usually the only method for connecting with an audience, or necessarily the channel preference of all recipients. That's why e-mails also should highlight social media buttons, invite readers to share content, or urge them to visit appropriate social pages and profiles, as the article notes. For more tips, see http://www.acculistusa.com/want-e-mail-marketing-success-here-are-some-basics/

Data-Rich Segmentation Revs Nonprofit Mail Results

Effective data use is key to nonprofit direct mail success, yet some fundraisers question the need for a more sophisticated data approach, of course. So we'll pass along a recent NonProfitPRO blog post by Chris Pritcher, of Merkle's Quantitative Marketing Group, which challenges overly narrow views of donor data. Too often, using data to understand the donor base is limited to one of two categories, Pritcher notes: 1) RFM (recency, frequency, monetary) data and giving history, or 2) donor demographics and behavioral measures, ranging from factors such as wealth or related interests/purchases to applying behavior-lifestyle systems such as Prizm. Whether the data is first-party or third-party sourced, each approach has its limitations. RFM often silos data from a single channel, for example, even though donors live in a multi-channel world. RFM also focuses mainly on short-term financial action, ignoring donors, especially Millennials, whose giving is maximized through an interactive, long-term relationship. Meanwhile, though donor demographics can help avoid low-opportunity lists and segments, demographics in isolation may be too general for effective response targeting. Wealth data indicates who has money but not who is willing to give that money to a specific cause, as Pritcher points out. Pritcher urges fundraisers to embrace "multi-dimensional segmentation" over the either/or data approach above. Nonprofits can analyze donor actions (both financial and non-financial) along with data such as demographics, wealth, donations to other organizations, etc., to create more actionable segments. For some basic tips for multidimensional segmentation success, see our complete post at http://www.acculistusa.com/fundraising-mail-benefits-from-data-rich-list-segmentation/

Marketing Pros Share Biggest Mistakes (and Fixes)

To err is human, even for the best direct marketers. So it is instructive to learn from marketing pros when they admit mistakes and then share corrections and prevention advice. A recent Direct Marketing News magazine article asked 13 experienced marketers to share their biggest goofs, how they fixed them and lessons learned. Here we'll share just their e-mail marketing stories since we have experience helping clients address the same issues via our e-mail list brokerage support and data services. For example, Guillaume Cabane, vice president of growth at Internet software firm Segment, relates how he failed to take segment crossover and duplication into account. He ended up e-mailing the same user five times in a week because the user appeared in multiple different data sets of people. The subscriber was not only irritated by the flood of e-mail but also confused by "similar but different" messages. The solution? Cabane notes that using data services to exclude recipients who have recently received other communications is one way to avoid the problem. Next the team at Return Path, a leading e-mail data solutions provider, cites several lessons from a failure to update an e-mailed webinar promotion post-testing so that the subject line "TEST" went to the entire subscriber list. To learn about their fix and how they made lemonade from their subject line lemon, as well as other cautionary marketing tales, go to http://www.acculistusa.com/cautionary-tales-marketing-pros-share-e-mail-mistakes-and-fixes/

Where to Focus for Optimized E-mail Click-Through

Boosting e-mail click-through rate is a constant struggle, so we recommend to frustrated e-mail marketers a recent MarketingProfs article by Stephen Hovnanian--offering four basic areas to optimize for more quality clicks. His initial tip is to focus on optimizing user experience first--via seamless mobile and desktop designs and experiences that flow from e-mail open to final action. If your e-mail is mobile-optimized but your landing page or registration form is not mobile-friendly, you're wasting clicks, for example. Also target the audience by device usage and timing to optimize experience, and use "friction-mitigating" copy or visuals to guide recipients, advises Hovnanian. The second area of focus is varying call to action (CTA) by audience segment. For example, the CTA for the segment of top engagers (or brand champions) can go beyond clicks to urge valuable social sharing and brand advocacy. Segmenting for participation by type of content also delivers better CTA response, such as a webinar invite to past webinar attendees but a webinar recap to site visitors with interest in similar content. Third, leverage your online community and customer base for user-generated content (such as testimonials). It delivers social proof and brand advocacy building and can be paired with a strong, related CTA to boost click-through. Fourth, simply write better call-to-action copy! How? Hovnanian suggests completing the sentence "I want you to..." for active verbs and specific direction. For example, I want you to "Register for the Webinar." Of course, also test CTA design placement as well as buttons versus clickable text. For the full article, read http://www.marketingprofs.com/articles/2016/29194/four-email-optimizations-that-will-increase-your-click-through-rates

What B2B Marketers Can Do Better With Better Data

AccuList USA is dedicated to providing clean, up-to-date, targeted data for business-to-business direct marketing, and we urge any B2B marketer who still hesitates to invest in higher quality data and segmentation to read the recent CMO.com post by Ed King, founder and CEO of the Openprise data automation firm. King lists five ways high-quality data will make the B2B marketer's job easier and more effective. First, better data allows the addition of demographic scoring to the usual activity-based scoring for better targeting; for example, marketers won't prioritize a lead from online activity when demographic factors on the company or individual show it does not really meet buyer targeting. Second, with more accurate data about prospects and customers in terms of individual and company profiles, marketers can personalize communications and engagement for better conversion and reduced attrition throughout the sales funnel. Third, B2B marketers can better use account-based targeting as opposed to individual lead targeting, including improved use of automation platforms. Fourth, since all leads are not created equal, better data allows for optimized, speedier lead qualification and conversion--providing different treatment of net new leads versus leads from existing accounts, for example. Fifth, marketers can simplify their marketing technology investments, such as predictive, web or social bolt-ons with data cleansing mechanisms because of poor quality data from CRM or automation platforms. By improving source data, existing technology is more efficient and new technology investments can focus on other key needs, such as analytics or workflow. For detailed explanations and examples, read the full article at http://www.cmo.com/articles/2015/12/18/how-would-perfect-data-change-your-job.html

Marketers Led Astray by Myopic Data Segmentation

Data segmentation is essential to today's personalized marketing, but it can also lead marketers astray if myopically focused. A recent Target Marketing magazine article by Matt Diehl, digital content writer for the Persio multichannel retailing platform, points out how segmentation based narrowly on recent purchase can go wrong, delivering misguided online ads and e-mails that erode customer response. As examples, Diehl cites promotions based on online purchases selected as gifts (that golf club bought for Uncle Bob doesn't mean non-golfer Susie wants to be bombarded by golf gear ads), promotions based on online purchases later returned in-store (if you didn't keep the gaming system, you don't need the accessories), and promotions remarketing one-time, big-ticket purchases (people rarely buy multiple HD TVs or dishwashers in a short time span). The solution is to develop a segmentation strategy based on multiple factors, adding demographics, location, interests, loyalty, and response behavior to purchase history. Data gathering for segmentation also needs to include both online and offline behavior. Finally, data targeting needs to incorporate sensible marketing triggers; rather than remarketing a big-ticket purchase, focus on complementary items, for example. For the complete article, read http://www.targetmarketingmag.com/article/when-data-segmentation-goes-wrong/

Messy Marketing? See Stanley Steemer's Cleanup

Stanley Steemer's e-mail and direct mail strategies were sending customers on a messy path through channel silos and poorly targeted messaging, until the company decided to clean up its marketing. Take a look at the national carpet and floor cleaning firm's successful marketing revamp, as reported recently by Direct Marketing News magazine. Stanley Steemer's e-mail and direct mail weren't working together and results were hard to track, the company says of its pre-2014 marketing efforts. The cleaning firm decided to tackle one channel at a time, starting with upgrading e-mail frequency, content, and segmentation. So it went from one promotional e-mail a month to three, with the same offer at the beginning of the month and end of the month and a content-driven e-mail in between. Its e-mail welcome series' design and content were also refreshed. Then Stanley Steemer changed its e-mail segmentation strategy, going from segmenting only by branch or franchise contacts to segmenting by customer engagement (opens and clicks), purchase behavior, and offers, as well as branch or franchise group. By April 2014, it was time to tackle direct mail segmentation and content targeting, too. Now Stanley Steemer sends nine direct mail pieces a year with 10 to 20 different segmented versions per campaign, based on list information and purchase behavior. Results? Stanley Steemer saw a 33% increase in direct mail-generated bookings, and a 200% increase in mail response rates after launching its acquisition strategy. For e-mail, campaigns have delivered a 20% month-over-month increase in online bookings. Just introduced this March, a new e-mail trigger program for incomplete or cancelled orders had delivered a 50% rise in average open rates by April. For more details, read http://www.dmnews.com/email-marketing/stanley-steemer-cleans-up-its-email-and-direct-mail-strategies/article/410071/

Staying on Top of E-mail Trends That Deliver ROI

Marketers are expected to spend $2.3 billion on e-mail marketing this year, and emerging e-mail trends can mean the difference between stellar marketing ROI and wasted dollars for many moving forward. Our thanks to Liga Bizune's article for MarketingProfs, which highlights six e-mail trends likely to define success in the next few years. Her list includes 1) planning for the triage effect and creative challenge of wearable technology like smartwatches; 2) adapting e-mail to the continued charge of mobile marketing, with its triage, creative and content impacts; 3) proximity and geolocation opportunities for hyper-targeting and smart automation; 4) the arrival of video as a standard e-mail engagement and sharing technique; 5) embrace of transactional e-mail, which delivers four times more revenue than promotional e-mail, via detailed list segmentation and optimized, timely delivery; and 6) greater use of predictive analytics for behavioral marketing, allowing for automated, triggered, targeted and re-targeted messaging throughout the sales funnel. For details on each trend, go to http://www.marketingprofs.com/articles/2015/27328/top-six-email-marketing-trends-you-need-to-keep-pace-with

How to Avoid Common and Costly E-mail Flubs

Some e-mail mistakes sneak up on even experienced marketers. Check out the recent MarketingProfs article by Amanda Kiviaho to see five of the most common e-mail pitfalls and tips for avoiding costly marketing tumbles. At the top of her list is tacking on the subject line as a marketing afterthought. The subject line is key to open rate and thus click-through, so make sure it is part of e-mail strategy from the get-go, is based on past performance metrics, and is constantly tested to optimize, Kiviaho advises. Next, though relevant content is supposedly a marketing mantra, e-mails still blast out without regard to recipient interest or value, resulting in a disengaged. even disappearing, audience. The lesson: Content needs to be tied to smart e-mail list segmentation--using past response metrics such as opens, clicks, purchases or sign-ups. Expecting creative changes to result in immediate lift also can lead e-mail marketers astray toward ineffective updates or premature abandonment of changes, Kiviaho warns. Use A/B testing before roll-out and then be patient in judging results; response to new creative can initially dip before outperforming a control over time. Another common error is focus on revenue generation to the point of counterproductive over-mailing; one antidote is a disciplined e-mail calendar that monitors frequency and response by segment. Finally, e-mail does not earn optimum performance as a stand-alone, Kiviaho cautions; e-mail plans should draw input across the organization and marketing channels. Read more at http://www.marketingprofs.com/articles/2014/26200/five-email-mistakes-even-the-experts-make

Ringing in the 2014 Holiday Fundraising Season

Year-end fundraising is a key marketing initiative for nonprofits, so what are some ways to make the 2014 holiday season cheery in terms of donations? Thanks to Elizabeth Chung of Classy online fundraising for recently posting her list of holiday-fundraising trends. First, if you are a nonprofit marketer, you've hopefully already started your push for donors because year-end giving has been starting earlier year after year. A Google study found that 2013 donation-related searches jumped 30% as early as August and September, as Chung notes. Since the same Google study also found that 75% of donors go online to learn about nonprofits, an effective online site with online fundraising capability is more critical than ever. The stage is set for a surge in online holiday donations; the first half of 2014 already recorded an 8% increase in online giving over last year. Include Giving Tuesday in online planning, suggests Chung. Since debuting in 2012, Giving Tuesday has won increasing support. Last year, donors gave 90% more than they did in 2013, and 10,000 charitable organizations participated. Here's a Trend for All Seasons: Make holiday fundraising effective with targeted list segmentation. Chung focuses on e-mail lists, but the principle applies to direct mail and telemarketing lists, too. Some suggested segmentation parameters: average donation size, last campaign or program donated to, the last time donated, and annual vs. recurring donors. Finally, use technology to enhance, not distract, from the personal giving emotion of the holidays. Personalization of mail and e-mail messages should be standard policy, along with holiday programs for donors to dedicate a gift on behalf of a loved one. Chung suggests taking the holiday card tradition digital with personalized e-cards, including e-cards for gift dedication. See the article at http://www.classy.org/blog/5-holiday-fundraising-trends/

Use E-mail Segmentation to Multiply Your Results

If targeted segmentation of e-mail can deliver up to nine times higher results, as reported recently by Jupiter Research, e-mail marketers should be feverishly slicing and dicing their databases. For those who aren't sure where to begin, Target Marketing magazine has provided a quick primer on key ways to segment your e-mail campaigns. Start with e-mail recipients' stated preferences, which hopefully have been gathered from permission and sign-up forms. The article provides some obvious examples: IKEA asking new email sign-ups what rooms they are most interested in receiving information about; e-tailers letting subscribers decide whether they want to get messages about sales offers or new product offerings; and e-newsletter publishers asking for content preferences. Next, consider the best way to segment based on demographics, geography and behavioral/lifestyle data. If your consumer e-mail sign-ups didn't provide information about age, gender, home ownership, etc., you can use a data company to overlay that information. You can even append personal information such as lifestyle interests and buying behavior. The same applies to business-to-business marketers, but their segmentation could use data such as industry, company size and job function. Your e-mail customers' past shopping behavior is another good indication of how to divide and target. Look at who regularly opens and clicks on your e-mails and what product categories or promotions they select. For example, Barnes & Noble regularly promotes a range of bestselling books, but if some recipients consistently click on mysteries, Barnes & Noble creates a mystery buff segment for targeting. Past purchase history with the tried-and-true RFM measure (recency, frequency, money) is another segmentation tool. If someone has already purchased from you, they are much more likely to purchase again, so promote other products in the same category or complementary products to them. Website browse time and patterns are also indications of targetable interest. Target Marketing provides the example of SmartPak, a retailer of vitamins and supplements for horses. The company integrated e-mail tracking with website tracking to send complementary-product promotions when an e-mail recipient clicked and browsed a particular on-site category. A company spokesperson reported that resulting opens were 37.6% and clicks 7.35%. Want some more segmentation ideas? Go to http://www.targetmarketingmag.com/article/5-ways-segment-email-marketing-success/1#

Save Your E-Mail Campaigns From Spam Traps

An e-mail marketer's nightmare is to watch a campaign disappear into junk folders or, worse, trigger ISP or blacklist blocking. This can happen when an e-mail list includes "spam traps." Spam traps are e-mail addresses that don’t belong to real recipients, and they are used by ISPs and blacklists to track and block e-mail spammers. Spam traps can be recycled defunct e-mail addresses or e-mail addresses that never existed (honeypots). So, how can you stop these traps from sneaking into your system and sending your e-mail promotion into a black hole? Basically, you need to be careful about the way e-mail addresses are collected and how long they stay in your database. A recent blog post by Silverpop, a digital marketing platform provider, gives some tips. First of all, never use purchased (as opposed to rented) e-mail lists. Next, you can reduce incoming traps, even maliciously added addresses, by sending a double opt-in mailing during sign-up that includes a link that says "this is not me." Be cautious about contest data and appended addresses. And regularly hygiene your e-mail database. Go beyond cleaning up opt-outs and bounces, and segment data into active and inactive addresses. Recipients who don’t click or open an e-mail after six months generally don’t become active again, and they file more abuse complaints and potentially become spam traps in future. Focus on sending to active addresses and put older, inactive addresses on a special reactivation messaging track to try to re-engage, Silverpop advises. For the full article, see http://www.silverpop.com/blog/-Spam-Traps-Here-There-Everywhere

Psychographics Differ for iPad vs iPhone Users

When you invest in mobile marketing, your quandaries include whether to focus on apps for iOS devices (60% of the market) or Android, and then, within the iOS market, whether to develop iPad apps, iPhone apps, or both. The answers depend on the customer segments you want to reach, so take a look at a recent e-commerce blog post sharing Flurry mobile analytics on smartphone and tablet usage. Drawing from app usage by nearly 400 million iOS devices, the Flurry data shows why mobile apps and site features need to match different device usage patterns. For example, data shows that a store locator is a more important call-to-action for a smartphone user on the go, as opposed to a tablet user. The psychographic segmentation also differs between iPhone and iPad. If you are seeking "value shoppers" with mobile coupons or showrooms, you should skew toward iPhone apps. If you are targeting parenting and education activities, small business services, moms, or pet owners, iPad apps are more effective. Plus, Android users and iOS users have different psychographic profiles; for example, the "mommy market" is more likely to use an iOS device rather than an Android (77% vs. 23%). The data creates more interest in our lists of iPhone and Android users with demographic data. For more detail on mobile app customer segments, see the getelastic.com article at http://www.getelastic.com/iphone-vs-ipad-app-use-across-psychographic-segments/.