November 6, 2013
I'm lucky enough to have a lovely independent book shop in my neighbourhood. They host readings from visiting authors, have a book club circle and hold a regular Saturday morning children's club… And they've just made their first foray in to email marketing.
Through some hard work and good business practice, they've built up a great database of both store and online customers. They know where their customers are based, when they last visited or purchased and where possible, what they purchased, and they can safely assume that their customers are interested in reading and the books they sell.
They pride themselves on having good relationships with their customers and the temptation would be to send out a blanket email campaign with all their exciting updates. But would a military historian be thrilled by the news of the latest release from Julia Donaldson? Similarly, a mother of two pre-school children may not be rushing to their eagerly anticipated presentation by Saul David. Most importantly, by bombarding their readers with ill-informed messages, would they damage the good relationship with their customers that they value so much?
Today's buyers are far more digitally-savvy. Information is abundant and buyers are using that easy access to tune out unwanted marketing messages. To keep up with today's consumers, we need to know what makes email truly trusted and engaging and how to talk to customers individually rather than as a group.
We are our choices, and consumers want personalised, relevant communications.
The process may at first appear daunting but it's a truth universally acknowledged that segmenting your database and sending targeted messages will lead to better results. 76% of all email marketing revenue came from more advanced practices than generic broadcast email - DMA UK's National Client Email Report (2013).
To move away from “batch and blast” style email campaigns there are some simple ways you can segment your data and start reaching the right people, at the right time, with the right message:
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