Friday, November 30, 2007

Intelligent Targeting

Through Tailor Made Research As with any other marketing campaign, careful planning and proven techniques are the best way to deploy the most effective campaigns and to realize the highest response rates. The key: putting the right offer in front of the right person at the right time. Targeting your emails is crucial for any email marketing campaign. No product or service can be all things to all people. Acknowledging this reality, targeting is simply focusing your marketing onto a specific niche. The two factors that you alter to target your email campaigns are targeting the message, and targeting the list.

Targeting your message means tailoring your message to the expected audience. For example, you may have two pitches for your product: one that concentrates on the radical new features of the product, and another that details the tremendous cost and time savings from using it. You can also target the ad used for the email campaign. You might have two versions, one that uses a clean list of bullet points, and another that features highly stylized text that flies across the screen.

You also need to target (i.e. subdivide) your email lists. Targeted messages will be more effective when sent to an appropriate group of recipients. Continuing the example above, you would send the product feature pitch and technical information to technical people, and send the cost savings information to finance people. The primary rule of effective targeting is deceptively simple: figure out what your target groups wants, and then offer it to them. How do you go about doing that? Simple, try asking some of your existing customers. Another way to know what actually works is to send a test campaign to a sample of your targeted group. Once you have the attention of the recipient, for an all too brief moment, the biggest factor in obtaining a positive response is usually how valuable

the offer is perceived to be. Providing something of actual value that really speaks to the target is a requirement.

Tell a story to each targeted group over a series of messages. This will help lead to increasing the permission level with each recipient. As you learn more about each other you will be able to utilize more sophisticated targeting. Once you begin to establish a dialog with your target, eventually a true one-to-one marketing relationship can develop.

Unless you have an unlimited budget for your marketing efforts, you need to make sure that every dollar invested counts. You need to target your email campaigns, or else much of your efforts are being wasted. Be careful to target accurately, or your campaign might miss the target or even work against you. Deliver the correct message to the correct group of recipients, and the results from your campaigns will "hit the bull's-eye" and deliver a great boost to your profits.

No comments: