There are tricks to developing targeted e-mail content for thousands of customers. An easy way to increase the relevance of your e-mail marketing messages is to add new fields in your e-mail database that can be populated with information from your other marketing tools. Once that information flows into your e-mail database, it’s a simple matter of using it to create more highly personalized messages.
A great field to add to your e-mail database is amount purchased last year. You can segment your list into your bottom, middle and best buyers, and target your future campaigns accordingly.
Always test your lists to find out who your best responders will be. Send your promotion to a small portion of your overall list and use your e-mail analytics to determine which group yields the greatest response. The results may surprise you.
Brian Gramer is vice president, Vtrenz strategy, at Silverpop Inc., an Atlanta-based provider of permission-based e-mail marketing solutions, strategy and services. He can be reached via e-mail at firstname.lastname@example.org.
(This information appeared in the DMA07 Show Daily during the Direct Marketing Association’s annual conference. It is based on Gramer’s session, “The Power of E-mail Multiplied Part II.”)