The more targeted your list, the better your results. It’s that simple of a concept.
Some emails that you’ll send will target everyone, like a Holiday card or a ‘what’s new with us’ message.
However, in many cases your emails only need to be sent to a specific segment of your mailing list, and sending it to your entire list is not going to generate the results you’re hoping for.
If you send emails that are not pertaining to your contacts, you are taking the risk of them unsubscribing or marking it as spam.
Since those are obviously not the results you are striving for, taking this approach runs the risk of being counterproductive to your overall email marketing strategy.
By having segmented lists; either by products they buy, their gender, age, or even past promotions they’ve used, etc, you will have a much better feel of how your campaigns are doing.
Even better, as you’re targeting just those people that will be interested, your engagement will be much higher and your ROI [Return on Investment] will be better than ever.
For example; if you own a clothing store and you’re having a sale on woman’s clothes, you may not want to send that email to your male customers. They may not understand why they received an email promoting the latest women fashions, and they may opt-out of your mailing list.
If that happens and then a month down the road you decide to have a sale on men’s clothes, you have now lost potential repeat customers because they previously unsubscribed.
On the flip side; if you only send the email to your female customers, you know everyone on the list will be interested, and you’ll see a much higher response rate.
In addition, since you only sent the email to your female customers, you haven’t alienated any of your male customers so they are ready to receive your next male-centric promotion.
By segmenting your lists and sending targeted emails, you’ll be essentially speaking directly to your customers with the right message that meets their needs, which will boost engagement and increase sales!
Within Elite Email you can create unlimited interest groups so you can segment your list is as many ways as you would like.