Email Marketing is all about:
- ) Getting the right message.
- ) To the right person.
- ) At the right time.
It is about RELEVANCE.
Segmenting is about getting the right message to the right person without irritating people by sending them messages which are not relevant to them. If you send too many messages to people on your email list that are not relevant to them, they will tune you out, or worse yet “Unsubcribe”. Think of the story of “The Boy Who Cried Wolf”.
Instead of just one large single list of recipients that you send every message to, you take the time and make the effort to learn more about each of your recipients. You segment your list into smaller “Interest Groups”. Then you tailor your messages to only go to those that are most likely to find the message relevant to them.
The more information you know about the individual recipients of your email list, the better you can segment your list. The more you can learn about their likes and dislikes, the better you can target them with only messages that they feel are relevant, and of interest to them. Beyond learning their likes and dislikes, it is often also helpful to learn about special dates and events in their life like Birthdays & Anniversaries.
Transactional based segmentation also can be highly effective, but requires a lot of attention and thought when setting up. This often involves automatic emails in response to a specific action by the recipient. Re: Date of last visit, purchase, contact, when they joined, Etc.
Remember, even though your purpose of sending the email is to get them to perform some action that benefits you, you have to design that message so that they feel the information or offer you present to them benefits THEM. They usually could care less what benefits you, they care what benefits THEM. It is always about ME. “What is in it for ME?”
Segmenting helps you do that, while not fatiguing your recipients with messages that they are not interested in. Your message should always answer their question, “What is in it for ME?”
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