Question

Topic: E-Marketing

When To Segment Our House List?

Posted by tech_marketer on 1/24/2011 at 4:33 PM ET 250 Points
We have a new capability in our product that we know is of great interest to specific market segments. A few of these we know for sure are interested (e.g., transportation & networking). But we're surprised to find other verticals interested in it too.

So our dilemma is we don't want to exhaust our list by sending new white papers, webinars, announcements on this niche capability... but on the other hand, we don't want to leave out any undiscovered market segments.

Is there a right time to bite the bullet and start segmenting only those contacts we THINK should be interested? or continue to cast a wide net. We typically don't send an "offer" more than once a month (sometimes twice), so hopefully nobody gets burn-out, but we'not sure.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Jay Hamilton-Roth on 1/25/2011 at 8:09 AM Accepted
    How about asking your existing list members if they also want to get (lots of) information about this new niche (letting them opt-in)?
  • Posted by michael on 2/1/2011 at 9:50 AM Accepted
    The specific targets should be in addition to the general mailings.

    If you have the ability to segment and really be specific and personal, it should add to the bottom line. Now, if your whole list is very common that's a different story.

    Michael

BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(E-Marketing)