Improve Your Email Marketing Through Segmentation
Not all customers are alike, and what appeals to one may not interest another. Therefore, it is important that you connect the message you are sending to your customers' differing interests.
Email messages that are segmented, targeted, and relevant to the recipient are much more likely to be opened and acted upon.
Every small business can segment its customer base at some basic level. The following are some examples:
A sporting goods store emails information to its customers who have purchased bikes to inform them of new arrivals, while sending an "end of the ski season" blowout special to customers who have purchased ski equipment.
A garden center sends out a "Planting for Spring" promotion to gardening customers and a "Flowers for all Occasions" promotion to cut-flower and bouquet buyers.
A landscaping company sends out a promotion to past customers about keeping up their landscaping activities as well as its new services, while sending out a different appeal to prospects and builders.
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Michael Clark is regional development director at Constant Contact (www.constantcontact.com).
Comments
What are you views on deciding what segments to consider? The sporting goods store can segment by what they purchases bikes versus ski equipment. But why not, those that like a bargin versus those that pruchase at the begining of the season?
having said all of that... as a customer im abosultely saturated with marketing mailers... and as a marketer myself, i know that the mail inbox is the best way to make my audience see me... How do i reach a compromise???