Segmenting your email – I mean – holiday card lists

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This is an entry in our daily Internet Marketing Advent Calendar series. Each day your favorite marketing elves will focus on a new topic to get your internet marketing in order before the start of the new year.


Image source: David Blackwell

Holiday cards! One of the few excuses we have for sending and receiving mail from our friends and family. I look forward to pulling out my address book and making out cards to those that are closest to me.

I usually buy multiple boxes – some funny, some expressing thanks, some cute and some standard. As I go through my list, I decide who gets which types of card.

This year that got me thinking about email marketing. I take such care in my personal cards I send out. That isn’t even considering those that I send out for people in my business network and those really personalized ones for gifts and family that I attach to presents. Each type of card has an intended recipient.

So why with all this care, and I don’t think I am alone here, don’t we give even a hint of this type of consideration for our email marketing campaigns? Most business I receive emails from are still sending out blanket mass-produced messages to one list. I am getting the same email as someone’s grandmother, someone who has already bought this company’s products and any other demographic that may be on the email list.

In an article in BtoB Magazine by Karen J. Bannan, she says businesses should target potential customers by possible places they are in the sales cycle

“By targeting your e-mail messages based on where the recipient in the sales cycle, you should see bigger lifts, more satisfied customers and more retention and repurchase over the long haul.”

As we build our email list, lets try to segment the list according to different factors; like current customers, sales leads, small businesses, medium to large size businesses, conference attendees etc. Once you have even just a few list segmentations in place you can slightly tailor your message to make it more relevant to the person who will be receiving your email.

Read the rest of the Internet Marketing Advent Calendar