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 Target Your Emails To Increase Response
 Multiple Subscriber Personas Can Help You Tailor Your Emails to Fit Specific Interests
Not all customers are the same. So they won't all react to the same promotions. In fact, if you send them promotions that don't interest them, you'll be training them to tune you out or encouraging them to unsubscribe from your list.
The best way to ensure your clients are interested in opening your emails and acting on them is by giving them exactly what they want and nothing else.
You can target
the promotional content in your emails by using imaginary
subscriber personas that fit the profile of your actual subscribers.
Here's how it works:
Let's say your name is Rose and
you own a catering business that specializes in small corporate events and
private parties. Based on your client profiles you could cook up some of these subscriber
personas: a corporate meeting
planner (Amy), a publicist (Mark), a wedding planner (Sara) and a charity maven (Barbara).
As with the imaginary client
scenario, flesh out their personas with details that will help them come alive
in your mind. Once you've done this, you can segment your contact list based on
these personas. You would put all your corporate meeting planners, your Amys,
into one list. All the Marks would go on another and so on.
Now when you want to increase your
midweek bookings. You could send a promotional email to Mark and Amy, your subscriber
personas that match that profile. Need more weekend work? Send a special
offer to Barbara or Sara.
By targeting your messages, your
content remains relevant to your customers' needs so they won't
feel the urge to unsubscribe from your list.
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Segmenting Your List
Segmenting New Subscribers And Dividing Current Subscribers
If you're using a sign up box in your website and social networks, you can add lists to your sign up form that correspond with different customer interests. Then your new subscribers can select the types of categories that would interest
them right at sign up.
For example, if you're a travel agent, you can ask your new subscribers what kind of vacation packages they are interested in: romantic getaways, family vacations or vacation spots for singles.
The sign up form is connected to your
contact lists, so once they make the selection they are automatically included in that contact list.
What about your existing subscribers?
There are several ways to segment your existing list. However, not all subscribers will respond to one approach, so it's a good idea to use more than one.
Invite Subscribers To Update Their Profile
Once
you've updated your sign up form, you can let your subscribers know you
have new category interests and invite them to update their profile. Send an "Update Profile" email. Also add a call out in future emails asking them to update their profile and providing a link to the sign up page.
Send Your Subscribers A Survey
Survey your list asking them to tell you their preferences. You can also gather useful information such how often they buy and what they will be purchasing in the future. Save the responses into targeted lists that you can use for future email promotions.
To get the best results, use a survey template that already has question/answer formats that work. It will give you more accurate results.
Use Your Email Tracking
Your subscribers tell you their preference every time they open an email or click on a link. You can use this information to segment your list. In your next newsletter, add links to your website content for different category interests. Then save the contacts who clicked on the link into one of your targeted lists.
Constant Contact Users: For more information on how to do these tasks, check out the links in the FAQs section in the side bar. |
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Content That Appeals To All Your Subscriber Personas
Writing An E-Newsletter That Would Interest All The Subscribers On Your List
When you're writing promotional emails, you can target a specific
persona and write to them. But what about monthly newsletters? You'll want to
keep the content interesting and helpful enough for all your subscriber
personas.
Start by focusing on things that are
the universal, no matter the client profile. For example, our catering Rose could
write about topics that would interest any client planning an event. Here are
some possible topics: - How to save money when hiring a
caterer
- What kinds of set ups work best
for different functions (buffet vs. sitdown)
- What foods, wines, or themes are
most popular at different times of year
Rose could even offer a list of resources that her clients would need such as
florists, musicians, invitation printers, etc.
Once you've got universally
appealing topics. Pick one persona that you want to write to. Remember, the
idea is just to be personable and focused.
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Sandi Abbott
Xpresso Marketing
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Learn how segmenting your list into groups can help you send targeted
emails that are specific to your audience's interests.
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