The purpose of an e-newsletter is to serve your customers, not your company. You don’t need to send a monthly e-newsletter with the fierce discipline of an Olympian athlete, dead set on getting that email out at 10am on the second Tuesday of every month, dropping everything to make sure it gets out! No customer is ever waiting with baited breath for a generic e-newsletter to hit their inboxes, so instead of clinging to an low-impact e-newsletter habit, it would be much more beneficial to launch a timely, well-segmented email campaign that has relevant information of the most interest to your customer base.
Target Market/Segmentation
In its purest definition, a target market is described as the majority of people a business attracts, either by circumstance or design. As the industry evolves in terms of technology, education and specialization, many business owners are also learning to “position” their businesses to draw a specific type of customer. Target marketing is a highly effective business strategy. The idea is to increase sales by first identifying, and then targeting smaller, yet more profitable customer groups, or segments, within the total market.
Focus on relevancy and segmentation. In your next e-newsletter, ask your customers what they are interested in, what they’d like to hear more about and how often… then segment audiences and build campaigns around this information. Don’t forget to keep building your email list so that you have a qualified, targeted audience to market to.
