Maybe you’ve got something in your wardrobe that’s a “one size fits all” piece of clothing.
For women, I know one of the most popular types is the kaftan — those flowy, often beautiful over-sized dresses that basically cater to everyone.
They are a summer favourite. But adopting this “kaftan” approach to your email marketing can be catastrophic. :-) When it comes to marketing, if you try to say everything to everyone, you end up saying nothing to no one.
So if you’re often sending the same message to everyone on your list, expecting it to be a “fit”, chances are you’re:
- Finding your emails are just being ignored
- Missing out on LOTS of sales you could be getting
- Failing to build the kind of relationship with your customers that keeps them coming back over and over again
- Getting more UNsubscribes than you want
Because sending irrelevant emails is the fastest way to become irrelevant to your audience.
So what is the solution? How can you avoid sending “Kaftan Emails” to your list?
The answer is segmentation.
That’s when you define your database into identifiable segments based on what you know about them (their preferences, their purchase history, etc.) and then only sending information to each segment that will be relevant.
It’s kind of like going from providing kaftans to offering custom, tailor made clothes. They fit. They’re made for the individual. And they get WAY better results.
Now, segmentation might sound like a lot of work (and it is more work than just blasting out one email to everyone on your list) but it doesn’t have to be difficult. Actually, there are ways to make this process really streamlined.
Enjoy this issue of HerBusiness News and let us know what you think.