You Haven’t Got Just One Audience, So Why Treat Them Like You Do?
Join 1000's of Authors at StreetArticles Today!

You Haven’t Got Just One Audience, so Why Treat Them Like You Do?

How do you approach your e-mail inbox every day? What do you save, read, or delete without looking?

Chances are that if you aren’t being enticed by e-mail subject lines, or author’s name, you won’t be opening that e-mail. If that’s true for you, why wouldn’t it be true for your e-mail marketing? If you are not communicating with both Customers and Prospects on an ongoing, successful basis, you aren’t getting through to them. Once you have an automated system in place to keep in touch with the life-blood of your business, don’t take for granted it will work. You still have to put the work in to ensure that what you are writing is being read.

While you have read a lot about the power of glistening copy that sticks in people’s minds, sometimes the message you are sending out simply isn’t being read. If the gross amount of sales you are making thanks to automated e-mail communication, do not equal the amount you are paying for it, it still isn’t worth it: Start looking closer at your audience, and ensuring that they open that e-mail, at least. How? Segment your audience into handy groups that you can send a more personalised message to – not just by ensuring it is a personalised e-mail greeting, but that the message itself is more attractive to them, personally. So, how can you achieve the Holy Grail of branding: Mass personalisation? By segmenting your audience into different groups, based on more direct information that you have about them. Look at what social media successfully does: It ensures that you, personally, are being addressed.

Even Facebook has decided that getting sales messages that align with all of the interests you have noted in the past is the best way for them to sell their client’s goods and services. Perhaps you, in your own way, you can do this too. It is the same with your e-mail opening habits, and all of your customers and prospects. How can you achieve this? Here are five easy points to point you in the right direction:

1. By Persona. 
What are their professional responsibilities, job description, department, and which demographic they inhabit? Ask yourself what is it in your message that they would feel attracted to?

2. By historical Buying Patterns and Frequency
. You can actually increase your followers by offering special terms, or offers. You don’t want to make your sales arguments about budget, but perhaps you can do it by size, payment schedule, geographic location? Find out who has bought what, and when in the past, and tailor your messages to refer to these past purchases at the time and rate their sales’ history denotes. Any kind of feedback you receive will give you more information on past customers, so what do you want to find out, and how can you tie that in to what and when was purchased before?

3. By Geography. Get accustomed to finding out what happens where? Every area has different holidays, or perhaps different, predictive weather patterns. Show your customers and prospects that you know them, and offer items especially aimed at them. Of course, this will also take a little extra work, but the rewards will be worth it.


4. By Industry or Vertical. If you are a B2B seller, what do these contacts want at what times of year? Do they have a purchasing and sales cycle? Do their past purchases, or even growth pattern, conform to a predictive pattern? Similarly with business verticals: Are they buying something small, or huge? You can deliver personalised messages based on their contact data. Get into their conversations just before you know they are buying and when.

5. By Channel Usage. For those of us branding in a B2C marketplace, HOW do people like to interact with you? Through Mobile, or Social, or E-mail? At times of the day, week, or year? Once again, you can pre-empt their purchasing patterns with the right message at the right time, to the right people – via the right delivery channel. This Calgary Realtor has this 'down pat'. Check out his website.

The mor you learn about your customers, the more successful you will be in ensuring that your message gets through, and the next one will be eagerly awaited. Of course, this kind of detective work is not only fun, you may learn way more about the intricacies of your own product or service array, and how you can get even more focused messages out. It will take some testing, nothing is perfect out of the box, but when you segment your audience and talk directly to them, your marketing will be way more successful.


Street Talk

No comments present
You May Also Like
Get Traffic on Your Site By Choosing Right SEO Content Writer
Content in online business plays important role as well written content can attract more traffic. Writer can able to engage reader and if content is good, engaging, and full of relevant knowledge to impress readers enough to convert them into customer. Now this is an age of internet where everything…
By: juhi in  Writing and Speaking  >  Copywriting   Sep 04, 2015  
0
  Likes: 1

Four Matters Need Attention About Wheat Flour Mill During Operation
We have various wheat flour milling machine which are high quality, low noise to mill fine flour. I will sample introduce some matters need attention about wheat flour mill. 1. It's necessary to make maintenance and safe operating rules in order to ensure the normal working of the flour mill…
By: paomo in  Writing and Speaking  >  Copywriting   Jan 20, 2015  
0
  Likes: 0

Composing Great Copy With the Help Of Content Writing Services
Content writing services are usually an incredible convenience for any company owner if they don't understand just how or have any time to compose good, interesting content to match their internet site. Businesses that supply copywriting services will be able to supply the typical firm the article writing and revising…
By: Peny Newcombe in  Writing and Speaking  >  Copywriting   Jan 12, 2015  
0
  Likes: 0

Writing Copy That Gets Results
Big time copywriters demand big time money for writing copy. And they deserve it. Those men and women have put in the time and hard work to achieve that level of success. I'm very envious of those folks. To be in that elite group of copywriters would be a great…
By: Earl Thacker in  Writing and Speaking  >  Copywriting   Jun 29, 2011  
2
  Likes: 1

Choose Best Professional Writing Services As Per Your Need
Online market is increasing rapidly because use of internet is increasing day by day. Everyone is now doing online marketing to promote their business. And when it comes to online business you exhaust content. On internet it’s all about well written content and visual presentation. Only a good and engaging…
By: juhi in  Writing and Speaking  >  Copywriting   Sep 04, 2015  
0
  Likes: 1

A Greek Hero’s Way To A Super Strong Salesletter
I love watching movies. Sometimes "a-ha" moments will strike you when you are in the middle of a movie. But if it doesn't then common sense will tells you to just watch and enjoy the entire movie. It is during these "a-ha" moments that gives me ideas such as to…
By: Barnabas Ng in  Writing and Speaking  >  Copywriting   Jun 10, 2015  
0
  Likes: 0

Top 5 Qualities To Look For In A Content Copywriter
Having quality content represent your business in all its facets is crucial to make it big in any industry. Whether you need new or updated website copy or want a convincing new brochure to increase sales, writing is the single factor that differentiates a promising company from a non-performing start…
By: stellajohn24 in  Writing and Speaking  >  Copywriting   Sep 18, 2013  
0
  Likes: 0

How to Write Ads
The great thing about being creative is that you can break the rules if you like. Do your own thing. The only trouble is, before you break the rules you have to learn what they are. For the newbie copywriter, here are a few basics about writing ads. Learn them…
By: CopywriterCollective in  Writing and Speaking  >  Copywriting   Oct 08, 2013  
0
  Likes: 0

Bajirao Mastani Teaser: The Wait is Finally Over
Sanjay Leela Bhansali is here with all his grandeur to bring to us another one of his tragic love stories, filled with colour, grand music and its larger than life characters, to take us into a magical world of love and conflict. 8.2 Talk about the movie has been going…
By: Advante in  Writing and Speaking  >  Copywriting   Aug 05, 2015  
0
  Likes: 0

I Am Unemployable, Thank the Lord
The birth of my first child coincided with the launch of my first voluntary bout of self-employment, which gave me time to look after him while "the current Mrs Dean", went back to work. I call her that despite the fact we've been together for 42 years. It keeps her…
By: Paul Dean in  Writing and Speaking  >  Copywriting   Aug 20, 2013  
14
  Likes: 17

A Mini Class In Copywriting
Three fundamental rules about selling People don't like to be sold People buy things for emotional, not rational, reasons. Once sold, people need to justify their emotional decisions with logic. The 3-step buying tier If you can identify the readers emotions, you can awake their desires that lead them to…
By: BasseBlues in  Writing and Speaking  >  Copywriting   Jan 10, 2014  
0
  Likes: 4

How to Find A Professional Copywriter
Today in the Internet you can find hundreds and thousands of copywriters, offering their services, but who are all these people? Copywrite definition is rather simple: copywriter is a person who writes articles on different topics, makes them original, unique and interesting for both ordinary people and search engines, and…
By: Aaron Fields in  Writing and Speaking  >  Copywriting   Jun 10, 2015  
1
  Likes: 2

Article Views: 1165    Report this Article