By Maria Elena Duron
Reviewing resources to help exude and engage your brand!
Why Managing Your List is the Key to Your Email Newsletter Success
One of the most effective strategies in word of mouth marketing is the utilization of an email list or newsletter. Many online entrepreneurs often make the mistake of maintaining a SINGLE email list. This means that they simply blast their marketing messages to the same audience over and over again. If you’ve been doing this in your email marketing campaigns, it’s time to fine-tune your methods by segmenting your audience. Segmentation is about dividing the people in your email list into smaller segments based on factors like demographics, interests, and/or their preferences on certain services and products.
There are a lot of reasons why you should segment your audience. First, your mailing list consists of people with varying interests and preferences. By segmenting them, you ensure the right messages are received by the right people. Second, segmentation will significantly decrease the number of people unsubscribing from your mailing list. This is for the simple fact that your subscribers will only be receiving messages that they are genuinely interested in. Lastly, segmentation improves your conversion rate. By sending relevant content to your lists based on the segments they belong, recipients will be more likely to avail themselves to your offers.
Here are a few tips on how you should segment your audience:
#1. Look into your existing email list and think of how you can divide it into small, relevant segments. The best way to do this is to directly ask your list’s recipients and let them choose the segments they want to join. When given a choice, your subscribers will be more than willing to choose a segment, if only to avoid unwanted messages filling their inboxes.
Key Point: Ask them! Avoid being like most who “guess” what they think their target audience wants.
#2. Use a sign-up form to determine which segment a subscriber should be listed with. The trick here is to ask the right questions the moment someone registers with your newsletter. He or she would then be included in a segment based on the answers they provided.
#3. Analyze audience behavior. Study how they interact with your messages. What links are they clicking? What type of messages are they opening? You then divide them into segments based on their behavior.
Key Point: If you’re not using email marketing tools to capture and measure this, then you’re wasting your time and the time of your email recipients.
#4. Segment your audience based on your relationships with them. How you do this would depend on the kind of business you run. For example, you can segment your list by customers, employees, volunteers, and so on.
Follow these practical tips and you’ll be on your way to improving the results you get from your email marketing campaigns.
Effectiveness in your email marketing efforts (which is an extremely viable and valuable method since you own your list) coupled with the visibility of social media, work well together IF you work them well.
Maria Elena Duron is skilled at making networks “work” and harnessing powerful online and offline buzz, she facilitates online visibility services and word of mouth coaching and workshops – taking companies and professionals from buzz-worthy to bucks-worthy.