How Do I Make My e-mail Messages Relevant?

June 25, 2010 by
Filed under: Email Lists 

The more relevant and “personalized” the message

the higher the response rate.

But how do you determine which information is necessary to make your communications more personalized?

Write a short marketing plan to determine your objectives. How you plan on using the information—for example, for promotions, for invites to special events or for up-selling opportunities—will drive the type
of information you gather.

Customer Profiles

Customer profiles can include are they business to business or consumer if so will we need certain titles and job descriptions along with company size and location.

Consumer would include net icome or worth, credit rating do they
purchase online frequently using credit cards or PayPal, do they spend over a $100 per purchase?

Capture information

Now that you know what information you need, how do you capture it? Ask your customer. If don’t already have a way to do so, a powerful technique is to set up a preference center on your website.

A preference center gives you a mechanism to capture useful information such as name, age, gender, ZIP code, mobile telephone number and permission to use it for SMS messages, type of communications they want to receive and which social media sites they’re using.

Driving customers to the preference center and encouraging them to share information there can be as simple as sending an e-mail (or posting something on your Facebook page) and offering special discounts, coupons or contest eligibility in exchange for preference information.

Gathering these data into a customer database enables you to create more relevant, personalized messaging:

  • ZIP codes help you to better promote local events.
  • Demographics can help improve the relevancy of lifestyle-related product offers.
  • Collecting mobile numbers and getting permission to use them for SMS allows to you send out last-minute clearance sale
  • announcements.

Network” e-mail links to Twitter or Facebook can help you leverage these channels and determine the influencers within your customer base.

Web-click data can be tracked to determine product interests and allow you to immediately respond to abandoned sessions.

Until next time, here is to your continued success!


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About the Author:

Tim G. Little has a BS in Business Administration, and has worked in the magazine publication and circulation management for the past 20 years. As an Internet Publisher and Entrepreneur, he has developed a website to help small business entrepreneurs find the best mailing list and marketing programs ps: I would like to recommend a tool to you to help find Boost Sales… Gain Market Share.. . With Focused List Selection, Tips and Tools for Finding the Perfect List. Once you e-mail segments, track how they differently they react to messaging options. 

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