In e-mail marketing, think beyond a one-message-fits-all approach. Relevancy is key – placing the most applicable message in front of each consumer will produce the best results.
The old school way: one database, divided into multiple segments (based on geography, interests, date of signup, etc.) >>> different sets of creative for each database segment >>> multiple e-mail deployments >>> multiple sets of results = lots of time and difficulties pulling it all together.
The smart way: one database full of various record attributes >>> one e-mail template with dynamic content >>> one e-mail deployment >>> one set of results.
Compare ‘smart e-mail marketing’ to form letters. In a form letter, you designate spaces where a placeholder, such as [first_name], looks in the database and finds the appropriate first name for that member of the audience. Same can be true for content… be creative. Example:
In a database of potential tourists, if:
- Visitor 1 is interested in mountain biking
- Visitor 2 is interested in shopping
- Visitor 3 is interested in casino gaming
Within the e-mail template, visitors 1, 2 and 3 above would received personalized e-mail content relevant to their interests. Within the same location in the e-mail template the visitors would see the following:
| Information | Image | |
|---|---|---|
| Visitor 1 | Upcoming mountain biking event | Scenic trail images |
| Visitor 2 | Upcoming mall events | Clippable mall coupons |
| Visitor 3 | Gaming hall promotions | Photos of recent big winners |
More to follow on e-mail marketing… stay tuned.
Efficiently e-mailing,
Robin
{ 2 comments… read them below or add one }
It’s really the most logical way to do things. Websites already segregate information based on user criteria (typically, social networking websites), so why not do it through email, too?
There can be a public misconception that targeted emails are just snoopy ways of trying to sell things, but, honestly, targeted emails are a way of showing people content they might actually be interested in.
I completely agree, Miles. I’d way rather get an e-mail in my Inbox with content that I care about than plain old generic content. Cheers!