Calling All Like-minded Customers
You are more likely to open an email if it is highly relevant to you. When you bulk email your customers, take advantage of the features in most group email programs (like Mail Chimp) to divide your list into small groups. With these segments, you can quickly send targeted messages to specific customer groups, removing the “bulk” feel and making them more personal.
To set up segments, identify smaller collections of people within your full audience. You can segment your followers via keywords, sources, recent activity, or other variables. Create groups based on these identifiers to send highly relevant campaigns with a personal feel, which will improve your readership and clicks. For example, you could drop a specific note to the attendees of a recent event or target those who purchased a particular product.
There are times when you’ll want to send to your entire list, but using segmentation tools can significantly increase the click-through rates and e-commerce orders your campaigns generate. Mail Chimp offers some pre-built segments to help you get started.
Be sure to read last week’s article on how often to send your emails.
