Author: Morten

How I determine the US marketable population

I determine the US marketable population by using the information from the latest US census. The US census, which is conducted every 10 years, is used as a foundational tool for many business use cases. It tells us how many people live is a given area and across the nation. It contains core demographics about people, including for example age, income, education and occupation. I first use the Census Population Clock to determine estimated marketable population is the US. I then download the population by age pyramid, before filtering by age 18+.

Today’s US marketable population is

332,713,915 * 77.87% = 259,117,597

Context matters also in email marketing

Earlier today I received an email about how important identity is for the future of marketing. I then got invited to an event to discuss with fellow piers – in London. The problem with that is that I am in Dallas, Texas.

Context matters. Know your audience. An email address alone is not enough to define a prospect audience. An email address needs associated demographics to know I am reaching my target audience. The demographic date needs to be fresh and of good quality. Sample variables include age, sex, income level, race, employment, location, homeownership, and level of education.

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