How many of you are on a Realtor’s distribution list and get
notices about new listings, or market conditions every couple weeks? Do you get email specials from retailers,
such as Best Buy, or Mace’s? Do you ever
look at them? Most of us don’t. Why? The
information in them is rarely of interest to us.
I learned a long time ago that if you email people about
information they don’t care about, they won’t get the email they do care
about. I worked in an environment with
over 300 clients. They were on an email
list for updates to changes in financial reporting, planning, and forecasting
databases. Most of the team had a
specialty, and cared little about the majority of emails that were sent. Since 70% of the emails were irrelevant to
them, they just started ignoring all the emails we sent, defeating the purpose
of sending the emails in the first place.
After this was discovered, we instituted segmented distribution
lists. Each person could identify their specialty,
or area of interests. When emails were
sent, they were sent to only those who requested to be notified about the topic
in question. The level of our
communication significantly increased after we put this methodology in place.
This example is related to client support, but the same phenomenon
occurs on the sales side as well. If
your organization is using email for marketing campaigns, it is critical to
segment your distribution lists to boost ROI.
If you don’t, your emails will fall on deaf ears. They will be a point of contact to generate
sales, but will it be a positive one?
It is extremely easy to segment email distribution. Goodfriend Solutions has a cost effective
process to that will improve your ROI and inspire your customers to action!