Email Deliverability: Best Practices and Future Trends - Micro Segment

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Not every email is for everybody. A simple way of knowing more about your subscribers is to design an offer and get them to give away more information about themselves, information such as gender, location, ethnic group, age, and other interests. Not only will this help in targeting your email offers, it will help in designing new products, especially if you discover that a particular demographic makes up a large percentage of your mailing list.

Getting profiles will also help in targeting niches, which is the real beauty of online marketing. Finally fringe communities get the products they need! If you run an ancient history site and you have a small number of Egyptologists, do you design a monthly ezine for them? Does the Grinch hate Christmas? By the time they start telling their fellow Egyptologists about your unique service, our Egyptology page will be the biggest online resource for Egyptologists outside research web sites.

Micro segmentation will allow your web site to target fringes with such needs, and market to them aggressively. This increases your value in their eyes and ensures that your email is anticipated. The opposite of this is when your email gets into the inbox, and the prospect thinks "omigosh, not them again."

Watch the Seasons

Seasons dictate buying circles; families shop the most during Christmas, spend the least in January, and average out for the rest of the year. Movies come out at a higher rate in summer and rap music albums always seem to clutter store shelves between September and December. What is the buying circle of your service? Your sales record will surely give it away. At what seasons are your services or information most needed?

Does your email campaign give holiday offers? Mother's Day, Father's Day? Can you write an offer that ties into Valentine's day, or some other occasion which your prospect takes seriously?

This sort of attention to the seasons and to the individual increases the chances of your desired outcome being carried out, since you are taking into account the seasonal pattern your prospects' lives follow, their holidays, their work circles and other things that affect their mood. By reviewing the pattern of your industry's main magazine, you can plot what obtains in the seasons.

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