Is your email marketing insane?

Is your email marketing insane?

Einstein described Insanity as doing the same thing over and over and expecting different results.

Does that describe your current email marketing activity?   Do you have email marketing fatigue? Are you sending the same message to the same list and getting the same result?

Do you love your list?

When you’ve got sales to make and targets to hit, then you’ll do all you can to make sure that you hit those targets.

If you are in a B2C marketer using email as a sales tool, you’ll have your ‘list’

In your ‘list’ contains people that have expressed interest in your business.  It might have been a considerable time ago, but perhaps now is the time that they will finally buy something from you.   Even if they haven’t done so in the past.

Yes, now might be the time.  However, if you are sending the same ‘newsletter’ to everyone on the list, then it’s probably no.


The fear of missed opportunity

My daughter doesn’t like going to bed early.  The main reason is that she’s frightened that she might miss out on something.

I think the same is true when moving from a marketing list to a segmentation approach to marketing.

We encourage marketers to focus on those customers that are interested and have shown interest rather than the ‘list’.

For some that is a big change, the huge ‘list’ becomes much smaller as those on the list that clearly aren’t interested are removed.

Making the change, can cause fear.  It’s the fear of missing out on that person that might suddenly be interested.

The reality is that you are no longer blinded by the vanity of the ‘list’.  You can focus on quality not quantity and really start to see the opportunities within your audience.


Creating new opportunities for your audience

Segmenting your list into new customer groups makes it much easier for you to identify opportunities for your business.

  • An opportunity to nurture a prospect to a customer.
  • An opportunity to retain your existing customers by focusing on those customers that haven’t bought for a while.
  • An opportunity to build loyalty by offering special benefits, special edition bundles and flash sales to your best customers.
  • An opportunity to acquire profitable new customers through your existing customers.

And, applying segmentation gives you an opportunity to understand more about your customers.


Change your email marketing for the better

Moving from a list strategy to a targeted strategy can be challenging but it is rewarding and soon becomes the norm.

  1. Identifying groups help you to create relevant content for these groups
  2. Relevant content increases engagement from your email marketing
  3. Increased engagement increases your marketing ROI.

We see this proven everyday by the results from businesses and email marketers that are using Websand.

Embrace change

If you’d like to move your marketing lists into active customer group, Websand can help.  Get in touch and we’ll show you how.

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Also published on Medium.