7 Email Marketing Trends You Cannot Ignore
I read a blog post earlier this week called Three Myths about what customers want and that reminded me of something in the white paper. “A company that treats all customers and prospects the same speaks to everybody, and thus nobody. Rather than using a ‘one size fits all’ approach, identify the most likely targets for a product or service. Use email to get to know customers better, and then serve them more relevant content.” Basically, you need to segment your market as much as possible so you can send them relevant information. I would encourage you to go as far as possible with the segmentation.
For example, lets say you are a book seller with an e-reader device and a membership card. You frequently send emails to your customer about new and exciting books; fiction, non-fiction, children’s books, cookbooks…you get the idea. From these two products, you can easily figure out how to segment each customer. You should have a “preferences” page with all of the genres listed and have your customers update their preferences based on genre. Even better would be to use data from the purchases to figure out what types of genres the customer typically purchases. If you have a customer that does not purchase children’s books then why send them emails about getting a free children’s book? I am not saying you should avoid letting this person know about children’s books; instead, information for children’s books should be secondary to the main content of the email message.
So, don’t be a one size fits all…be unique!