Targeting Your Email - Not only power tools
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Just in case you are one of those people (like myself) who consider graders, grinders, drills and saws exciting material, drool at rev per minute and power consumption rates, and therefore believe that power tools are sufficiently interesting to merit a once a week ezine, let me give you a trickier example. I was asked to provide content tips for a company's web site that provides pool safety equipment and I was stumped at where to begin. I mean nobody likes to read about dying in water. There seemed to be no possibility for attractive content. Or was there?
Focal Point
In part, that depends on where you stand. To have an effective email campaign, your email must be targeted to a specific market. Just as you can't have products for "everybody," you can't have an email campaign directed at "everybody." An email campaign for a power tools company must be focused; you must know who your audience is, where they come from, what interests them, what doesn't interest them, what pages they stay on and which ones they click away from.
A good way to know from where your traffic is being referred is by using the metrics tool offered by Google, Google Analytics. It is available for free (AdWord subscribers have more leeway in its use) and it analyzes how traffic gets to your site. Another way to analyze your traffic is through your server logs. A good rule of thumb is that one out of ten web surfers who come to your site should perform a desired outcome.
The desired outcome may be any of the following: placing an order, clicking on an ad or referral, or giving you their information so you can lure them back to your site to do one of the other two actions. If the numbers are not working for you, then you can either redesign your site or improve your email strategy.
Once you know where your traffic is coming from, you can build an opt-in offer that is specifically designed for your traffic. Note that an opt-in list is not an option for a web site that is serious about its business; it's a necessity. A large business is not only good for advertising companies; if you want to boost the resale value of your web site, then the number of addresses on your opt-in email list matters.
Next: What's in it for the user? >>
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