Email is not dead; it can be challenging, but it’s not dead.
The death of email as a successful marketing tactic has been overly exaggerated. It is still the #1 way to get in front of your clients, prospects, referral sources, and industry experts. This nearly free platform is in use now more than ever by most B2B marketers. We’ve just gotten more sophisticated in how we get messages to our audience(s)!
Personalizing experiences, targeting lists, and segmenting based on industry/service is key. Your audience wants relevant information for their specific needs. While it’s much easier said than done, here are insights into segmenting and targeting email marketing messages:
- Break your clients into groups based on their demographic data.
Demographics include: geographic location, age/longevity, industry, service area, job title, etc. For example, you wouldn’t want to use the same language when talking to a Millennial versus a Baby Boomer.
- Sort contacts by prospect, client, as well as, current client versus past / former client.
Targeted marketing means one size does not fit all. The information being sent to your clients should not be the same as former clients, and definitely not the same message to your future clients.
- Rank current clients into A, B, C and D categories.
A-level clients will be your best, most profitable clients (and the best ones for cross-selling additional services / products). The top ranking clients are the ones with most potential for growth – not only for their company’s growth, but your company’s growth in serving them. D-level (very low) clients are the ones who if they fired you tomorrow, you would not be upset. After all, you were planning to fire them soon, right? If not, learn how to “Start Evaluating Your Clients Now!”
Since content should be developed differently for each targeted segment, you may be wondering what kind of content you should send to each group. Here are examples for clients and prospective/future clients:
- Current clients want to know that you are continuously working to serve them. You are always thinking of them, delivering top notch service / products to them, and listening intently to better understand their needs. Depending on what you offer, content can range from helpful tips, best practices, trends, education on industry happenings, and more. The key to developing content for current clients is keeping them engaged with you and your brand, so they seek you out first when they are in need.
- Prospects should be sent content that persuades them to move down the sales pipeline. Benefits your company provides (what makes you different, case studies, educational event invitations, and helpful information) are examples of great content. Inspiring action and reflecting on your brand and how you could best serve them positively will ultimately turn them into a client.
- Recapturing past clients is a little trickier. If you are sending them the same messages as your other targeted audiences, they WILL notice and assume you forgot to take them off your list. Which in turn, causes them to unsubscribe, or worse, block your emails. Be sure to send them content showing you are working hard to get them back. For example: testimonials, educational event invitations, or other relevant content that conveys reasons they should come back to your firm – without being pushy or a slimy salesperson is key.
These key tools for communicating to your audiences will ensure you do not kill your email communications.
According to the latest email data, released by Radicati and referenced on the Campaign Monitor website: Experts generally agree that 121 business emails are sent and received each day.” This number continues to grow.
Are you ready to build marketing messages tailored to your targeted audience(s)? Don’t know where to start? Schedule a virtual consultation to get the help you need.