“Email marketing has the power of a cannon,” I said to Loren just last week, “but the best way to use this power is with the accuracy of a rifle.”
At the time, we were talking about the best way to leverage a new client’s rather large email list, which was gathered after years and years of collection. Now that I think more on it, this sentiment rings true for all email marketing – not just the one specific client we had in mind.
The Power of Email Marketing
It’s funny that I used the word cannon to describe the power of email marketing, because this ties into another term used for email marketing in the past decade: blast.
The word “blast” is a bad word in my vocabulary; it refers to a message that’s unwelcome, unexpected, and ultimately, intrusive on the recipient’s life. It’s loud, aggressive and offputting.
But putting these “blasts” aside, the ability to reach potential customers and convert them with emails is still incredibly powerful. We just have to do it correctly. That means not broadcasting to just anyone and everyone you can get your hands on. Just like my conversation with Loren, I turn to the list itself.
Look at your own list. What do you know about your recipients?
First off, if it’s a bought list, throw it out. Aside from the obvious issues communicating withpeople that have no relationship with you, it’s illegal and can cost you thousands of dollars in fines.
But, let’s say you have a list of customers and clients, and you have statistics like what sort of product or service they received from you. Maybe you have more information, like age, gender or income range. Believe it or not, this information is golden.
This is what we call segmentable data.
Let’s, for instance, say you’re the owner of a candy shop. You have a list of all people that ordered sweets from you, but you also recorded what their individual top purchases were.
This month, you’re having a sale on chocolate fudge. Thanks to that segementable data, you can send out an email campaign to only those who have purchased chocolate fudge in the past. This will ensure a higher conversion rate on the email campaign itself, and it will also decrease the amount of unsubscriptions and complaints you might receive, since this is a message more in tune with the demographic of that particular smaller list.
As an added bonus, it will probably lead to more sales, too.
This example only scratches the surface of what targeted lists can do for your business. They also have the power to cultivate long-term relationships with customers, encourage word of mouth recommendations and much, much more. And if you throw A/B testing into the mix, you can get even more value out of your campaigns.
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