Your mailing list is made up of a group of subscribers with at least one thing in common. -- they've all given you permission to send them periodic email!
Beyond that commonality, many mailing lists remain one long list of contacts. While it's OK to send an email to your entire list, try to think of ways to divide your list into more meaningful segments. The positive results you will receive (higher open and click through rates) are worth the effort of taking the time to segment your list effectively.
Brand new to email marketing?
Now is a great time to think about using segmentation as you begin to develop your list. One easy way to bring a little segmentation to your marketing efforts is to let people sign up for your list based upon their interests. Letting subscribers know the frequency of your mailings can also encourage sign up. For example, if you intend to send daily motivational quotes, and fail to tell prospective subscribers that you'll be hitting their inbox every morning, you may set yourself up for failure. If, however, you give them a choice of receiving this kind of email, you may find loyal followers who welcome your daily contact.
Wondering what kind of list segmentation could work for your business? Here are some examples:
In addition to a general information list,
One way to start the segmenting process is to divide clients / customers from your general list. This provides an easy way to offer your customers special loyalty incentives and rewards, thank them for purchasing a product or service, or to ask for referrals.
If you've been using email marketing for a while, you can start the segmenting process by adding interest lists to your website sign up button and any manual sign up sheets you use. Begin going through your contacts and divide clients and customers from the main list. Consider sending your entire list an Update Your Interests email and let them choose what mail they'd like to receive from you.
A mailing list is always a work in progress. Maintaining a healthy mailing list takes a little work, but the rewards are great. If you need help getting started, fee free to call or email me.
Liz Provo, Mass Marketing Resources.