There’s gold in the past behavior of your email marketing contacts. With just a few clicks you can now identify who is paying attention to your email marketing news and who is essentially ignoring it. And now you can segment your lists to customize your message to meet your contacts’ needs. Or you can identify those contacts that have taken no action and try incentivizing them with a completely different approach.
Segmenting
It all starts with segmenting your lists, and it has never been easier now that programs like Constant Contact have included more detail in their reporting with their new CMS (Contact Management System). This means that you can look at engagement for your past email openers and then identify those folks that take an interest in what you are saying. Then, over time, you can learn what each contact is interested in and begin automating your next email based on their action. For example, you can reach out to those that have not opened your emails recently. 
Autoresponders
Once you identify what your contacts are interested in, you can set up Autoresponders and landing pages to offer your contacts an even more personalized experience, without taking a lot of your time. It is as easy as setting up a series of emails that further explain your company’s products and services. The content can be based on the contact’s interest or based on the specific list they joined at the time of subscription.
Build Custom Landing Pages To Increase Sign-Ups
You can also build custom landing pages that allow visitors to sign up for your monthly specials or to download content that is helpful to them as their customized incentive to sign up. Custom landing pages are easy to set up and highlight your product, service or downloadable content to start a conversation with interested parties. It can be tied to your website’s shopping cart system or it can highlight special or downloadable guides and tips that serve as an incentive for sign-ups. Once they sign up, they will be identified by the list you connected to your landing page sign-ups or clicks. 
Look Beyond The Basic Reporting To Find Your Next Best Customer
The Contact Management System (CMS) in Constant Contact has been greatly improved. And it is included in your basic subscription. You can drill down to what each contact has been interested in when it comes to your messaging and events. Take some time to get familiar with the latest CMS in your account and you will find that you can further segment your lists to help you deliver more helpful and well-received content.
Segments, Tags And Notes
You can segment your leads into separate lists and add tags to those folks who click on a specific item or story. You can also assign people to a new list from your custom landing page sign-ups. The extensive history of your contacts can even be used by your sales team to learn more about your contacts before they reach out to them. 
Take The Time To Make The Most Of Your Marketing Lists
It is time to take a deeper dive into your past customer and lead list to help grow your business quickly. Initially it takes a little bit of time, but saves you so much more time by helping you deliver better content to the right list while strengthening your reputation and growing your subscriber list. If you need help brainstorming to create your own re-open and re-marketing plans, contact us by email at liz@adteamla.com or call us at 310-791-6300. If you are interested in trying Constant Contact, take it for a test drive by setting up a FREE 60 Day Trial account here (no credit card needed).
Liz Harsch is the owner of Tailor-Made Advertising in Torrance, CA. Her firm provides marketing, training and consulting to identify marketing and media alternatives for business owners. As an experienced Marketing Director and Media Planner, Liz has trained small business owners for Constant Contact, SCORE, SBDC, SBA, Cities and MWD and County outreach partners, APICS plus many Chambers of Commerce for over 15 years. She can be reached at her Torrance, CA office at 310-791-6300 or by email at liz@adteamla.com. You can also join her Free webinars and upcoming training workshops calendar at http://bit.ly/workshopscal .
