The quality of your marketing list needs to match the quality of your message.
Sometimes I chuckle when the mail comes to the office. The picture below is of a mailer we received at work, all on the same day. It includes names of people that have not been with our company for years, and when the Dell catalogs come in the mail, we usually get six or seven of them - not a good use of marketing dollars.
The same thing regularly happens with emails. How many times do you get duplicate emails or emails that aren’t relevant to your role and should be going to someone else in your organization? You go to forward it to the appropriate person only to find out she or he already receives it and you realize the marketer is blasting the entire office.
The average email list depreciates by 25% every year according to MarketingSherpa. Traditional thinking says the bigger the email list, the better opportunity to sell. Smart email marketers often take a contrary view, and actively work to cull out prospects that don't fit the target market.
Another factor in reaching your audience and driving conversions; is context. Most of the mailers and emails we get are typically generic. They don’t seem to know who we are. Using our first name would be a start, but also knowing what our role is within the company and what types of hooks we’ve bitten on in the past – would help them in their efforts and us in receiving what is relevant. In this day and age, technology is sophisticated enough to accomplish targeted and personalized marketing, but more importantly the people behind it need to understand the importance the human element plays
So, what can you do to ensure that you're not wasting your marketing efforts by using an invalid recipient list and to better target your audience?
- Employ a modern CRM/marketing automation system to manage your list. We use Salesforce for our CRM needs and Hubspot for marketing automation. There's an out-of-the-box integration between the two systems, so they are always in sync. Contact info, communication preferences and interests are all managed here.
- If you're a B2B company, group contacts by company and review. Solicit help from your sales, account management, customer service staff - to cull out bad contacts.
- Make it easy for your readers to select what their interested in, select an appropriate communication frequency or opt out altogether.
- Scrub out any alias emails; like team, info, support.
- Have a plan to gradually weed out disinterested email recipients. Track email open rates and click through rates. Folks that haven't opened emails and who signed up more than a year ago are good candidates for removal. Move them to a dormant reader segment and consider them in a separate win-back campaign.
- Know your reader, and speak to them in the context of their persona. Collect segment information by asking the reader what they're interested in or by tracking online activity. Use those segments to deliver contextually relevant content to your readers
In the world of website development, marketing experts say, “You can have the best site in the world, but if no one is coming to it, it won’t matter.” Well, a similar thing can be said of email marketing - you can have the best newsletter in the world, but if you’re not sending it to the right people, it won’t matter. Why spend all that time and effort on a stellar newsletter to fall short in the delivery? Allocate ample resources in your marketing budget to the list of recipients and personalized messaging.
Tags: Web Marketing