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

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