When it’s Time to Segment
Email Marketing
Email marketing can be a great marketing tool, however it’s so important that it is done right. Ask anyone who uses email regularly and the chance is they get a lot of mail every day, they get email from friends, work related emails, newsletter subscriptions, and let’s not forget spam. Knowing this fact it is pretty obvious that if your going to try email marketing, and try to do it well, you need to be on the ball in every area.
A good example was this afternoon when I was checking my email and received a ’some-what marketing’ email from a software provider. As I actively use the software I was interested enough to open it up and see what the company was up to however could not believe what I saw.
The first line read:
“Happy summer!”
Living in Sydney and just going through some of the coldest weather since I was born, I didn’t find this too amusing but more importantly I was not that interested in reading on. I simply felt that this email was no longer relevant to me, and that the sender has not put too much effort into making sure this email was tailored for me.
This brings me back to the main point about this post which is segmentation. Sending out generic emails to a big list does not work anymore. People get too much junk in their inbox and if you are not taking to the time to send out emails that are relevant to the user reading them (this includes references to the weather) then your not doing right.
If you are in control of a email marketing campaign for yourself or your company, feel free to email us at sales@ziller.com.au – we are more then happy to try and help answer any questions you have regarding email segmentation.
