The experts say that businesses need email lists to grow and get more clients. They say that the average return on investment on email marketing is a not-so-dusty 38%. Then, they tell us, that we need to target our messages to different groups of people. That makes sense; a 65-year-old widow is probably not going to be interested in the same style of clothes as an 18-year-old starting her first job. So far, so good.
Segmenting the list
There is a bit more to this than just finding out what interests those on your list. It involves market research to find out more about their behaviours, what they do and don’t do, etc.
Research shows that there are a great many benefits from this, including improved customer retention and an increase in new customers.
Making it personal
Human beings like to think that they are special and that they are the most important person in the life of whichever company they are dealing with. Let’s say that someone wants somewhere to store their wine, a glass door refrigerator for example, but they haven’t really done their homework and don’t realise that there are different types. One that old holds soft drinks cans just won’t hack it. If you do your homework beforehand, you will know exactly what they are looking for and tailor your emails to them. They’re happy because you are helping them. You are happy because you (hopefully) get a sale and a loyal customer. According … Read More