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!