Well, of course it doesn’t actually read minds, but sophisticated programs can help you make your clients think you are reading their mind….
Generic email content has been proven time and time again to be less fruitful for marketing efforts, so why do we continue to waste our time and our clients? No reason other than a little lack of strategy and know-how (and perhaps the wrong email marketing program). So, instead of sending out a generic email to all your contacts regardless of what they are interested in from you, try segmenting your list based on the what they’ve expressed interest in. I’m not talking about a survey, per se, I’m referring to what they’ve clicked on in an email.
For example, say you send out an email newsletter that featured a variety of topics – exfoliating winter skin, getting shiny hair with a certain product you carry, a news story with pictures of your team at your last charity event and the new addition of a makeup service you offer. If you had links for ‘more information’ on each of these features you can track who has clicked on which features, indicating they were interested in more information.
This sort of interest is crucial for a successful marketer to key into. Why? Because if you know someone is interested in a particular topic or service, you should be closing the deal! It’s far easier to convince them to book the service if you know they are interested. So, continuing with the example from above, say you had a group of 150 people that clicked on the link in your newsletter about winter skin care. You could round those people up onto another email list and then send them a followup email campaign on your facials that address winter skin issues and products you sell that address the same.
From your clients’ perspective, it’s also far more enjoyable to receive emails regarding something you are interested in. Just be careful to still manage the number of emails that each client gets. You want to stick to the maximum of 12 per year that are marketing related, so if they click on multiple features you need to make some choices about what you do and don’t send.
This may seem like a lot more work than slapping together an email, but that’s because it is. Email marketing isn’t as easy as it used to be, as it’s more competitive. So, if you are concerned about making money from your email marketing efforts this is a way to do it.