You would be amazed at how many companies I come across are following the dogma of getting names on an email newsletter list and sending a newsletter each month.
They spend lots of time worrying over the colors of their newsletter and the format it should be in. They often think the newsletter needs a name.
But they are making one critical marketing mistake and that is that each newsletter reader is created equal.
But are they? What if one reader just signed up for the newsletter last week? And the name right next to it is your TOP customer?
List segmentation suggests that these two readers are different. Different enough that they belong on different lists. Now here’s how list segmentation will increase your sales.
The best and first example I have is to segment your names into two lists. One is a list of prospects–they haven’t bought anything from you. Two is a list of customers–they have spent money with you.
Now your list is segmented, what do you do with them.
Two different lists suggest two different messages.
1. If you have a compelling reason for prospects to become customers, you send that offer as loud and clear as you can. Find a new way to invite these prospects to become customers. Get them to take the step to move to the customer list.
2. For your customers, send a message that helps them to place another order with you. And another, and another after that.
Right now every cable company and every dish company are offering special offers to get you to start your subscription. $19.95 for 6 months. A very specific offer.
Once I am a customer, I won’t be all that interested in hearing that message.
Now I’m more likely to hear about a bundle or an upgrade or more services or Pay Per View–a totally different offer.
Smart list segmentation allows you to do send a more focused message to your audiences.
Are you thinking like this for your list? How many segments do you have?