Email marketing, so easy to use, but there’s always more than meets the eye. It’s precise when you have the right information and considered SPAM when you don’t.
If you buy a list, for example, your mailings most likely will be considered SPAM, because the recipient doesn’t know who you are. The right information, in this case, would be someone who opted into your list, you know they want to be there.
But what else should you know about your list members besides that they want your messages? More information about them, to make you a better marketer.
To get information, the right information will involve some work.
The work we are referring to is the effort it takes to really know your list customer and those prospects that come into the fold on occasion. You already know they like your product or service; consequently, they are willing to receive your emails without complaint.
Wouldn’t it be great if you could email target messages, just to the customers who’ are waiting for that sale on lawn treatments or the man who wants to get a coupon on dog food before he goes shopping or those list members who need a personalize remainder to your upcoming Ladies Day Only Sales.
Of course, you know you can do this, all with segments.
With segments, you create actual groups of contacts, or subsets, with your list of members to send targeted messages based on the information you have collected about them.
- Live in New York
- Are Female
- Own cats
- Bought a new car last year
- or just to select email accounts like Gmail.
These segments are dynamic as the members are constantly changing and the information about your list members changes with them -for example when you remove and add members. Using demographic information, i.e. married with one dog, is an example of a dynamic segment.
Segments can be static.
A static segment is created based on knowledge about the list member. For example, the marketer may know which members don’t like fish but love ice cream. These are values static, that will never change,
When do you use a static segment or a dynamic segment?
Review your customer base and the information you have collected. You may only be selling bedsheets, but each customer that buys your products is different. Some customers are only concerned with thread count, while some wonder about how they hold up to multiple washing, while another wants to know if they fade over time.
Because there are different concerns each one requires different information.
When you send a targeted email, with relevant information people will be interested in the content your sending. It only goes to follow the more you appeal to the individual needs you will see an increase in sales.
Consider a static list that only has members allergic to cotton. They will always be allergic to cotton, but they still used sheets, wool sheets. The remainder of the list is nonallergic members who could be interested in all sheets. The mailings to the static group will be less frequent, but the messages to the other group will not.
Both types of segments, dynamic and static are an important part of email marketing. So:
- Create segments based on the needs and desires of your list members.
- Classify your list to generate more leads.
- Realize the static members will be used less than the dynamic but when they are used make it count with revenant messages.
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