Throwing out a net to catch fish will glean you a big catch. But if you are after a specific type of fish you will need more than good luck, you will need to identify the species, their stomping ground and use the bait that is most attractive to that species. Now consider targeting your market similarly when it comes to your email marketing. The more you know about the type or consumers or past customers and what they have in common, the better you will be able to use your email content to appeal to the individuals you want to connect with most. Choose your preferred marketing species and target them for your customer base.
If you are already sending out a regular email marketing program, you should be watching your list grow over time. If so, check your new entries and determine if that is the fish you are trying to catch. You will want to grow and nurture that list to get you a better result on your investment.
So start with your list. First separate current clients and past clients out from the rest. Then with your potential customers, separating
those interested in one facet or product/service your company provides versus another or separate them geographically. It all depends on your business and answering the question what segments are there in my target market. You can always start with the basics, Raving Fans, Customers, Prospects and Suspects (folks thinking about becoming prospects but not sure if they are ready or willing.
Now ask yourself if the email you just created is right for each of these groups or if you need to change the content, the message or call to action in order to relate to that group. In example, for you prospects and suspects, you may want to incite the to try your products first. However your customers and raving fans will be more familiar with your products or services so you may want to take a different action (like tell a friend in Social Media) or sign up for a frequent buyer card.
Liz Harsch is an Award Winning All Star Email Marketer who is also an Authorized Local Expert with Constant Contact. For more information on improving your email results, contact Liz at Tailor-Made Advertising in Torrance, CA at 310-791-6300. You can also email Liz with your questions or a request for a proposal or to have her speak at your next association event. Attend her next FREE Email Marketing and Social Media Workshops by checking her upcoming training schedule.
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