Different Strokes for Different Folks

Everyone’s a “special snowflake”, and that it holds true for your customers as well. Everyone’s unique, and likes to be treated a little differently than the next. Some like email, some like the phone. Some want to see your availability list every day, and some like it on Tuesdays. Some want to be notified whenever there’s something new or on sale, and some want to be left alone. The list of differences goes on, but the question is – are you able to tailor your marketing plan to all of your customers the way you’d like to, and the way they would like you to?

A good email marketing plan will let you serve your customers in a way that meets their needs & keeps them happy. A good Marketing Automation tool will let you segment your customers and prospects according to things like:

• Company size (is this a big chain, or a small independent?)
• Ordering activity (big orders a couple of times a year, regular weekly, or nothing for the past 2 years)
• Preferred type of communication (Email, text, cell phone…)
• Frequency & timing of communications (do they just want the availability list on Tuesdays, or do they want to see it every day)

Make it work for you

One you have that segmentation in place, you can tailor your marketing efforts accordingly, and a good Marketing Automation tool will let you do it without any extra work. Here’s an example of how this looks in Drip:

If the recipient is tagged that they would like to see sales, you can include a paragraph about them in the email. If they’d rather not, then that paragraph will get skipped.

Another way this can work is in making decisions about what emails to send to different segments of your customer base. For example, if you’ve got a particular product you’re marking to a certain segment (in this case, pre-pricing labels for Garden Centres), you can send them a targeted email, and then either send a more generic one, or send them something else.

Where to from here?

This has just scratched the surface of how a good Marketing Automation tool can help you segment your customers, and then market to them accordingly. If you’d like to learn more, you can sign up for our Free Email Course, or contact us directly.