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Pareto's Theorem

The Pareto Theorem in marketing

The Pareto Theorem, named after the Italian economist Vilfredo Pareto.

It is an empirical law that has been applied in various fields, including marketing.

This theory holds that approximately 80% of the results come from 20% of the causes.

In other words, a small set of elements (20%) is responsible for most of the effects (80%).

This rule has been demonstrated in various contexts, from wealth distribution to employee performance.

Application of the Pareto Theorem in marketing

Target audience segmentation:

One of the most important applications of the Pareto Theorem in marketing is target audience segmentation.

In this case, it is recognized that 20% of customers will generate 80% of revenue.

It is therefore essential to identify and concentrate marketing efforts on this high-value customer segment.

This translates into more efficiency in the allocation of resources and increased profitability.

Prioritization of products and services:

In the field of product and service marketing, the Pareto Theorem is also very important.

It suggests that not all products or services have the same impact on a company’s bottom line.

Instead of trying to promote all products equally, it is more effective to focus marketing efforts on the products that generate 80% of revenue.

This allows for a smarter allocation of resources and an increase in sales.

Content management:

In content marketing, the Pareto Theorem also plays a key role.

It is recognized that 20% of the content generated generates 80% of the traffic and engagement.

It is therefore essential to identify which types of content and topics resonate most with the audience and focus on creating more high-quality content around them.

Relevance of email marketing in applying the Pareto Theorem

Email marketing plays an essential role in the application of the Pareto Theorem in marketing.

Here are some ways in which email marketing can take advantage of this theory:

Email list segmentation:

The Pareto Theorem suggests that a small percentage of your subscribers will generate the highest number of conversions.

By using effective segmentation tools, you can identify these high-value subscribers and send them targeted content and personalized offers.

This will increase the likelihood of generating sales and building loyalty with these valuable customers.

Marketing automation:

Marketing automation is a powerful tool that can help you apply the Pareto Theorem efficiently.

You can set up automated workflows that send follow-up messages and special offers.

In this way, subscribers who have shown a high level of interaction with your emails are attended to in an automated way.

This ensures that you are continually maximizing the value of your mailing list.

Relevance of SMS Marketing in applying the Pareto Theorem

SMS marketing also plays an important role in applying the Pareto Theorem in marketing.

Here are some ways in which SMS marketing can leverage this theory:

Personalization of messages:

The Pareto Theorem emphasizes the importance of identifying and prioritizing high-value customers.

By personalizing SMS messages based on these customers’ behavior and preferences, you can increase the likelihood that they will respond positively to your offers and promotions.

Reminders and exclusive offers:

Using SMS marketing to send reminders of events, appointments or special offer deadlines to your most valuable customers can be highly effective.

These messages can generate immediate action and efficiently generate additional sales.


The Pareto Theorem, with its 80/20 principle, has a significant impact on modern marketing.

By understanding and applying this theory effectively, companies can optimize their strategies and resources to achieve exceptional results.

In addition, both email marketing and SMS marketing can play a key role in applying this theory, identifying and serving high-value customers efficiently.

Combining these strategies can lead to sustainable commercial success and constant growth in the competitive world of marketing.