Targeting men who wear bras!?

I was with a former colleague last week (thanks LinkedIn for reconnecting us!) and he mentioned some work he was doing for a large retailer in Australia (name withheld!)

In short, he's auditing and providing a digital strategy and recommendations to them - and one of the most interesting things is what the first part of this process, the audit, showed up.

Including that this large and seemingly successful retailer had no real segmentation within their database, meaning they were, by accident not design, actively targeting men with email bra promotions. And not with special Mother's or Valentine's Day messages, or bras for men, which we rationalised could return a healthy marketing ROI, but your bog standard 'here are out latest bras' kind of email.

The #1 rule of marketing is RELEVANCE. If guys want to see pictures of women in lingerie, judgement aside, there's a whole world wide web for them to view this.

Your database can be a goldmine if you invest the time and effort to cleanse and segment it regularly, or it can be a bra-wearing man. And no-one needs that image stuck in their mind!