If you’re already a Plan Left client, there’s a good chance we’ve asked you for a full list of your email contacts. These addresses are so much more valuable than you could possibly know. If you haven’t made an effort to gather them into a Contact Management System (CMS), then it’s time to start doing so right now.
Once you’ve done that, you can start using those emails to drive potential buyers through the marketing funnel. How? Let’s take a look.
Once you have all of your email contacts in one place, you can start segmenting them into smaller groups. You may have to rely on your memory at first to get your first lists created. A good start is to determine who makes the decisions and who influences those decisions. Split your list between these two designations, and you can begin to tailor your email communication to fit whoever’s reading.
Next, you can segment your list according to spending capabilities. Is it worth your time to send out offers to those buyers who simply can’t afford the product or service you’re promoting? Not only will you focus your efforts on those who will be most interested in making a purchase, but you’ll also avoid a situation where you irritate those who won’t.
Learn As You Go
You won’t know everything about everyone when you get started, but you can learn as you go. When you obtain new information about any of your clients, make notes that will help you segment your lists. For instance, have you discovered a birthday? Add that to your segmenting requirements so you can send offers and specials during the clients’ birthday months.
Has a customer made a purchase? Mark the purchase and when it was made so you can send follow-up emails. If new versions, accessories or applications that make the purchase even better, or companion products are introduced, the first people you want to inform are those who’ve already made a purchase.
Improve Your Email Reputation
After you successfully segment your email audience, you’ll elevate your brand in your buyers’ eyes. Why? Because they don’t get email from you every time they turn around. Instead, they’ll get the emails that really matter—messages that meet them exactly where they are in the buying cycle with products they really want and need.
That definitely beats what’s probably happening now. If your current email technique is to avoid email marketing altogether, then it’s time to make a change. On the other end of the spectrum, your email marketing could involve blasting everyone on your list with every email offer, newsletter, and new product that comes along. Your customers deserve better, and so does your business.
Now, if you’re ready to take a look at your current email marketing tactics to see where you might make some changes, we’re here to help. Give us a call, and we’ll help you get started on organizing those customers and segmenting them into groups that make sense.
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