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Business 2 Community – Get to Know Your Email Marketing List a Little Better


Business 2 Community – Get to Know Your Email Marketing List a Little Better


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.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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