How To Segment Your Email List For Higher Profits
Topics: segment your email list, email marketing list segmentation
One mistake I see quite often is that companies will keep a single list for their newsletter or monthly updates and send their email campaigns to that list.
Really though, list segmentation is a skill that has been practiced in the direct marketing world for quite some time.
In fact, list segmentation is one of the key factors that can make or break a direct email campaign.
In the world of email marketing list segmentation seems to be something that is only practiced by companies with larger lists and the resources to make it happen.
But list segmentation is not as hard as you may think.
First, you have to have an idea what it is about your list that can be segmented easily. Here is a basic example.
You may offer a newsletter or a free report to encourage web visitors to sign up on your website. These people may be a prospect for you but they have yet to buy anything from you.
At the same time you are making sales every day and have a very solid customer list. It just doesn’t make sense to send the same information to each of these lists in the hope that the goodwill will help your business somehow.
The way to approach this segmentation is to take a look at your list of non-customers. What type of offer or try-to-buy promotion would help them to take that first step of getting them to become a customer of yours?
You should then be testing and making offers like this to your non-customer list frequently in order to motivate them to taking that first step.
By doing this you’ll notice that you will suddenly be getting more new customers. Who here wants more new customers?
Next we take a look at your customer list itself. I would suggest taking it to the next level and segmenting this list also.
You’ll want to take your customer list and separate it into two groups. Customers, and your BEST customers. Your best customers are the ones that buy from you frequently or often or repeatedly.
They are the ones you want to protect and nurture because they are the ones that probably generate the most revenue for you as well.
Now as you prepare to send email to these two groups, you’ll have a bit better focus. First, you can try to discover what makes someone become one of your BEST customers. Then you can create offers and packages that will help take the step from being just a customer to becoming on of your BEST.
And the group that is your BEST. How can you reward them and keep them that way? Email is a great medium for customer retention.
You can see then that by taking your one big list and breaking it down into three simple segments you’ll be able to focus your emails messages to have a specific purpose. This will help you succeed in using email marketing successfully.
Mitch Tarr is an email marketing guru and CEO of ZinMarketing Inc. Learn how to use email to cement winery-client relationships and create a buzz that sells wine and supports winery brands. For information and free reports visit Mitch’s exclusive website at www.zinmarketing.com
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