Demographic and subscription data are not always enough to determine what a subscriber needs and what content would interest them most. Behavioral data -- what articles subscribers actually read and how long they spend with certain content -- can be a much stronger indication of interest, said Len Roberto, Jr., director of audience data at Northstar Travel Media. Last year the B2B publisher began targeting emails to subscribers based on their online behavior and saw a massive increase in email opens and clicks, explained Roberto in a recent Publishing Executive webinar. In this video excerpt, Roberto explains what data the publisher used to deliver more impactful emails and drive reader engagement.

More Video