This week we have covered the basics of email marketing. Now we move a bit deeper into more advanced tactics. One of the key aspects of getting the best possible results is relevance – only sending what the individual client wants to see.
For example, I am not a a huge fan of mass market cruises. It’s a personal preference. Send me an email promoting a mass market cruise and you won’t get my attention. Send me one a week and I will begin to suspect you don’t understand me as a client. If, however, I receive emails from you on Iceland, Northern Europe and South East Asia, I suspect you remember we once had a conversation on the 10 destinations I have on my bucket list.
Clients want to be treated like individuals.
Most email service providers have the capacity to allow segmentation of your email list. You can create highly-focused content and deliver it to a specific subset of your database of clients. Subscribers are more likely to respond to emails reflecting their interests. Instead of feeling ignored, the client feels like an individual.
Query your client list for individual preferences. Segment your list by destination or by type of travel. Make sure your CRM software includes the ability to separate clients by preferences and then market to your list not in a single massive broadcast, but in highly individual segments.
Don’t ask for overly much information when a client first registers with you. Doing so can result in clients giving up mid-way through the registration process. Instead, follow-up with a responder email asking for their preferences and expressing your desire to only sending relevant information.
Smart segmenting will result in a significant improvement in the overall performance of your email broadcast efforts.