You Have a List…What Next?

Once you have a list with a few email subscribers that you can write to, it is time to learn more about your readers so that you can create more compelling and targeted content.

The information you gather will help you populate your blog with content that is of great value to some of your readers and be of use to others.

Creating targeted copy based on user feedback and profiling keeps existing users from leaving, boosts email signups, and helps spread the good word about your website.

Segmentation of your newsletter audience can happen based on a number of factors.

You’ll get a lot of this information from the email newsletter platform that you opt for.

Information on geographical location lets you pitch offers that are relevant to people staying in a given area.

This could include area-specific deals by automakers, online stores, etc.

Demographic details inform you on the kind of product that will work best with a given group.

Age and gender provide similar useful clues on the best product to promote and to whom.

Once you have enough emails to work with. You should segment them so that your communication is as targeted as possible.

You will also need some imagination to segment list members according to buyer personas.

These personas represent the ideal list member.

These personas will include attributes such as their interests, hobbies, education, income, activity on social media, etc.
With this information in hand, you should get down to the task of creating targeted messages that differ not only in copy but also in design, layout, colors, visuals, etc.

This segmentation will enable you to develop a unique voice and style for each persona and this will also carry over to the content you place on your blog or website.

Targeted content for your email newsletters can also be arrived at from the analytics data on your website.

What kind of product categories do well?

Which articles and write-ups attract the maximum feedback?

Is there a relation between empty carts and the pricing?

Where are most of the sales emanating from in terms of buyer location?

Is there a seasonal aspect to the sales?

How many readers that click on the email actually make a purchase?

Analytics data also helps you to devise follow-up tactics that will work best with a given segment.

Once you have information on click through rates, open rates, and other actions taken you can ask your list of readers to comment on what they find favorable and things they don’t quite like about your email marketing and website.

Until Next Time

 

Ian

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