Enhancing your E-Marketing Campaigns Part II – Targeting your Campaign & Personalizing Messaging Content

8 במאי 2011

Overview

This post is going to be focused on introducing ways to classify and target your E-Campaign audience and achieving better results with personalized campaign content.

Main Topics



  • How can you target your audience and why you should do it at all?

  • Why & How  should I make personalized content at my E-Campaigns?

Marketing is all about to delivering right message with the right content in the right time. It’s no different with E-Campaigns.

Let’s assume for example that you are Online Marketing Manager at some company. Your company has just launched a new product and you want to inform about it your current and potential customers. Your product is intended to serve mainly other companies and corporations (b2b). Also let’s assume that you own a detailed Database of all your customers and potential leads.

How can you target your audience and why you should do it at all?


Let’s assume you didn’t focus your campaign and just sent communication to your entire Client Database. You assumed that whoever needs the information will use it and others will just ignore it, and may be you are  right, it is also possible that you will even achieve good results from your campaign, but those results have a heavy price. Each time you will “spam” your customers that way the less impact your communication will achieve. People will begin to unsubscribe to your communications and at the end your company will lose its integrity and credibility in your customer’s trust.


The worst mistake you did is let yourself believe that your customers will by themselves sort the information they need from all the communications you send them.
Today your customers want to receive only relevant information in relevant period of time with clear and short messaging.


Lest review how you should target your audience in that case:



  1. Divide your current customers from potential ones -You should divide your communication and by  send different communications with different messaging content to your existing clients and potential ones clients (leads).

  2. Divide your distribution list by contact executive level – You shall send different communications to senior management and company decision makers from the ones sent  to the regular contact.

  3. Divide your messaging by your contact support level – If you know your contact is supportive to your idea you may send some addition information that you won’t want to send to non supportive contact or otherwise.

  4. Exclude irrelevant contacts by Job Role, Company, Department – For example you won’t want to sent communication to some technical engineer in Support department (unless he is decision maker or can influence one), conversely you want to target some decision maker in purchasing department. Yet another example: you don’t want to bother companies that have already purchased your product recently.

  5. Exclude bounce backs and inactive contacts – If you see that your contact is constantly uninterested in your communication exclude him from the list (you don’t want to annoy him) and check on him (it may be possible that he has left his post, or moved to another company)

  6. Check up and Exclude private emails – Your company's main audience is b2b, you are not interested in delivering your messaging to private persons, so check up your contacts lists for the known private email extensions such as gmail, yahoo, hotmail, etc.. if you find an irrelevant contact exclude him or get his company email.

  7. Exclude suspicious contacts – Make sure to exclude suspicious contacts, especially with partial data information, those may be competitors trying to sniff out information regarding your offerings.
     

While following at least several tips from that list, you can guarantee to make your communication less annoying more relevant and your campaign results more accurate and successful.


Be mindful to analyze, keep and update the results from each of your campaigns, it will help you to understand and classify your target audience.
 


Why & How  should I make personalized content at my E-Campaigns?
Generally it is good practice to personalize your content, by doing so you can increase the interest of your subscribers by providing them with information that personally concerns them.
Another example is addressing your subscribers by fist name, or send the mail from e-mail contact that they familiar with, that way the communication will receive an appearance of a more unique and private email which will draw more interest and attention from your subscriber.


But be careful not to play “Big Brother” on your subscribers, doing so may scare them off and drive them away.


Creating personalized emails these days is an easy task, there a huge variety of tools that provide you a way to personalize your with communications.


I will describe more about those tools in my following posts.

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