Divide and Conquer! Those words, made famous by Julius Caesar, can be utilized in today’s modern email marketing campaigns. Today it would be called Segment and Convert!
The basic idea behind segmenting is to classify your recipients into certain groups of interest. This makes a diluted list more powerful by allowing you to fine-tune your message to a specific audience. The added benefit is that because you’ve distilled your broad email message down to a specific few, those few are more likely to purchase the exact product you are selling.
Let’s look at an example of how you would begin to segment your lists:
1. Send a newsletter with 2-3 topics.
Example: Healthy Recipes, Exercise Routines, Vitamin Supplements
2. Analyze your click-throughs to find out which people were interested enough to read more about a certain topic.
Example: Healthy Recipes (10 clicks), Exercise Routines (2 clicks), Vitamin Supplements (6 clicks)
3. In this example, you can now send a fine-tuned message to the 10 people looking for Healthy Recipes, and offer them a special coupon or more information.
Example: Get 50% off when you purchase my healthy recipe book today!
You can do the same for the six people who clicked on Vitamin Supplements
Example: Boost your energy with our Golden Blend – Free shipping when you buy two bottles.
Constant Contact makes this process easy by letting you create a new mailing list right from your reports page. Not already using Constant Contact? Sign up for a free trial or find out more.
About the author: Jeune Ortiz is VP of Marketing and Creative Director at future-ink. With more than 20 years of experience in graphic design and marketing, Jeune brings extensive knowledge and creativity to each website and internet marketing solution to grow your business.
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