Email marketing is just a numbers game - send more - get more leads and/or more sales. Well, yes and no.
Whilst the ‘throwing mud’ at the wall approach, ‘some will stick’ strategy does work to an extent; the reality is that this method will start to yield less exciting and less specific results.
The canny marketer knows that actually less is more, and that aiming the right message at the right audience will produce far better results over time and enhance your brand. We all have lots of data or can obtain it. However, by following some relatively simple steps you can become a cut above the others.
When looking at your data consider:
- Can you differentiate between customers and prospects?
- Do you know when your customers last purchased last from you?
- What is the source of your prospects?
- Can you segment your data by industry, company size and role?
The content of an email to a customer should be different to that of a prospect on your database.
Sending a sales offer to the technical contact is not the best way to identify to that person. If a prospect details have been obtained from a certain page from your website shouldn’t you be sending an email that reflects that interest?
The first and most important job before considering sending an email shot is to look at the quality and how easily you can segment the information. Whilst it may seem logical to include ‘old’ data in your email shot actually it does your brand no favours and hides the real ‘success’ rate of your campaign.
Being more targeted and being more precise will keep your list ‘bubbling’ away nicely!
By James Bogue, Director, webCRM UK