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Christopher Knight

Segment Your Email Lists: What Vicky Knows
By Christopher Knight

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If you want to improve your email deliverability and your response rate, here's an Ezine-Tip that you just can't pass up:

No matter how hard you try to get your email list membership to open your emails or respond to your offers...there will always be a percentage that will be more responsive than the rest. Your top 15-25% of your email list membership is the focus today...

Let me tell you a true story:

My girlfriend (ok, she's really my wife, but I like calling her my girlfriend because it reminds me to never take her for granted)... she gets Victoria Secrets catalogs in the mail about once a month to every 6 weeks throughout the year.

Back in October she placed an order online... and guess what? In November, she started receiving about one Victoria Secret's catalog every 7-10 days instead of every 30 days.

She went on to place another couple orders... and guess what? She now gets Victoria Secret catalogs almost every 3-7 days instead of every 30 days.

Do you see what happened here? Vicky realized that responsive customers should be mailed to with an increased frequency because that increases sales.

HOW to segment your email lists:

Step 1: Identify your most responsive segment.

This might include:

  • Those who have OPENED your HTML email or
  • Clicked on any of your links or
  • Responded to any of your survey's or
  • Made any purchases in the past 6 months.

Step 2: Create a new list to export these members to and setup a delivery schedule or editorial calendar or new 'offers' that will be mailed to them on increased delivery basis.

Step 3: Step it up and deliver additional emails to these members (always giving them the ability to opt-out of all future emails).

WHAT to send to your most responsive members?

  • Additional discounts or special offers or
  • Additional insider reports or editorial information they can't get from your regular lists, or
  • Additional survey's from time to time.

These members are your advocates and will most likely become responsible for a larger bulk of your future sales.

Conclusion: Segment Your Most Responsive Email List Members

All of your email list members are not equal in value to your business so stop treating them that way.

Identify your most responsive list members by open rate, click through tracking or by purchases and increase the number of emails that you send with special offers, additional survey's or additional quality editorial content for your 'best' members. Bottom line is that this strategy will increase your sales, response rate and deliverability to your most responsive members.

note: Victoria Secrets(r) is a registered trademark of Intimate Brands Inc (NASDAQ:LTD). Hey Guys, women love their new push up without padding bra (so my girlfriend tells me) if you need gift giving ideas!... You can thank me after Christmas. -Sparky

This Ezine-Tip was submitted By Christopher Knight -- Email List Marketing Expert, author and entrepreneur. Get your weekly dose of Email newsletter publishing, marketing, promotion, management, email-etiquette, email usability and deliverability tips by joining the free Ezine-Tips newsletter:

Ezine-Tips for December 20, 2004

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