The 3 Email Lists Every Small Business Needs
Not every marketing email that you send out is appropriate for everyone on your subscription list. A message about a service that has already been bought is useless to one person while another consumer might enjoy that particular marketing message.
Sending the wrong message to certain consumers may damage your future online sales when people who feel there is no value in your messages unsubscribe. Therefore, it is important that you maintain an effective group of lists, segregating subscribers into the correct list depending on their history with your company.
1. Current clients
Your current clients are really important contacts to keep happy and nothing works better than word of mouth or referral marketing. They might also be interested in buying more products from you, especially if they had a positive experience with their previous purchase.
Therefore you can use your email marketing campaigns with current clients to spread the news of your products or services to people who have yet to hear about you and gain extra purchases.
You need to concentrate on sending messages that are going to be of use to the current client. Some of these messages may be rather simple service change notifications or other terms which will affect how they use your product / service. Alternatively you may wish to email them about complimentary services or products or something that will enhance their experience of your product.
Another email you could consider sending is a request to share information about your brand to their peers. Offering a deal, like a $10 voucher or a free month’s subscription, is a good way to encourage this behaviour.
2. Potential clients
Potential clients are an important list to curate into current clients. This list should have more specific targeting as you will likely, or should, have some data of their behaviour on your site. For instance they may have downloaded a free e-book or entered a competition to win a product. This information is useful as you know what products they are interested in.
Using this information you can create highly targeted emails based on their behaviour.
If you have several offers or e-books that can accessed once an email has been collected – you can segregate the list further into those who are interested into different products.
3. Website subscribers
There will be a list of people who have perhaps subscribed online but have yet to download an offer or any marketing material you have. These are the people that you have to collect more information about. They probably will have the lowest open and click through rate and also the highest rate of unsubscribing.
Yet they could be potential clients in the near future.
Each person on this list is different so you should mix up what products or services you send them information on. Getting them to buy directly is probably only going to result in low conversion numbers. Instead you should try to find out what in particular interested them in your business.
You can do this by directing them to your other marketing material (e-books, trials, etc) and see what they sign up for. This way you can gain further knowledge about your new potentials and use targeted marketing to convert them to a full paying customer.
Remember to maintain your lists
Your subscribers are highly unlikely to remain on the same list forever. You should constantly monitor who is on what list and swap them to the appropriate list when it is right. Otherwise you may find that you are losing potential consumers because you’re emailing them the marketing content you have designed for website subscribers – which has no more value to them.
A proper maintained and segregated group of lists is the best way to increase web traffic and generate leads.
Image: Horia Varlan