Email Marketing : Quality vs. Quantity
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It is evident that the usage of email marketing software requires lists of respondents. As the modern technology is changing with an extremely high pace, the practice of using emails should adapt to these changes leaving behind some traditionally used practices.
A few years ago it was popular to use the buying list approach by paying for a prepared list of potential clients, without even knowing the usage of these addresses and reliability of the source. Now a goal of building a list of 10000 names is far from being enough. You can offer really high quality content and an interesting message, but you won’t use the maximum possible capacity of your email and as a result won’t reach the desired ROI.
Why not?
QUALITY of the message should be thought over thoroughly, starting with the very first words that the recipient will see. Therefore when developing an email marketing campaign it is very important to keep in mind the uniqueness of each audience. That is one of the main aspects that influences the overall results of a campaign, as you can never predict how your audience will respond to different types of emails. For this reason a personalized message should be developed, that could attract the audience that you are looking for.
How to make it personalized when there are so many recipients?
Segment them by certain common characteristics and tailor your messages by content/ frequency/timing/tone so that they would reflect their shared characteristics.
By doing so, certainly you will have to spend more time on the creation of emails, but at the same time you will make them more relevant and lift the rate of responses.
There is an easy solution to implementing this approach into practice by using the Email Marketing Software ConvincingMail, which is developed to help you in creating well segmented and tailored messages.
For example, you can divide your contacts into three groups depending on their consumption level: heavy users, users and light users and afterwards send only tailored, relevant and convincing messages to each target audience.
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