Business 2 Community – Get to Know Your Email Marketing List a Little Better
By: Business 2 Community
A big email marketing list is a good thing, right? Not always.
Too many marketers view their email marketing list in terms of size alone and not by the quality of the individuals (e.g., your existing and potential clients) that make it up. If you don’t take time to get to know the people in your list, you stand the risk of sending irrelevant, untimely, and potentially boring emails to the majority of your subscribers. This will result in poor engagement—sometimes referred to as email fatigue—and will lead to declining open rates and click-throughs, and ultimately poor sales. Remember, if you are sending irrelevant emails to your list, you will not only see limited success from your current campaigns, but you also risk your future campaigns.
Get to Know Your List by Identifying the Following People:
- Customers/Clients: The further you can segment your customer lists the better. Segment by purchase type, frequency of purchases, purchase value, time of purchase (highlighting any seasonal activity), and any recent purchases.
- Hot Prospects: These are people who have expressed an interest in your company by joining your mailing list, but have yet to make a purchase. Again, you should look to segment your lists by product interest and potential opportunity (e.g., a B2B marketer might want to create a list featuring SME prospects versus enterprise prospects, whereas a B2C marketer might want to segment by sex, age, or geography).
- Brand Ambassadors: This group of people might never become customers. They could be made up of students researching a particular topic, consultants in your industry, competitors, business partners, journalists and bloggers, etc. While they may never pay for a product or service, they can be very useful in helping you distribute your message and influence new customers along the way.
- Dead Wood: This group is unengaged, disinterested, or simply just not there anymore. Either reengage these people or get them off your list. They are costing you money and could potentially damage your reputation.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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