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The More You Know; The Easier It Is to Inspire Action With Email

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The More You Know; The Easier It Is to Inspire Action With Email

The more informed you are about your email contacts, the better decisions you can make when it comes to marketing and inspiring others to action.

The key to successful email marketing is relevance. The more pertinent the messages are to recipients, the better the chances of email contacts opening emails, consuming content, and then taking desired actions.
It’s important to understand the basic needs of your audience, customers, prospects — or whatever you want to call them. Understanding their needs and the problems allows the creation of more relevant content that keeps current customers engaged — and also attracts a prospective new audience for products or services.

Relevance = better marketing

Start by looking at your best customers. Since you probably already have great relationships with your best customers, this knowledge gives you a great place to start for thinking of marketing ideas that will really resonate.
What about information on new customers?

As you build your email list, it’s likely you may not be very knowledgeable about these new contacts right off the bat — especially since it’s likely that only minimal information will be collected, such as First Name, Last Name, and Email Address. That’s OK. You can gather additional information over time.

What types of information should you collect over time?
Information to collect depends on the varying needs of your business. But it usually starts with basics such as:

•Email Address
•First Name
•Last Name
•Job Title
•Company
•Address
•City
•State
•Phone Numbers
•Date of Birth
•Social Profiles
•Websites
•Important Dates (such as date of birth, anniversaries, etc.)
•Interests
•Notes

The approach to this information depends on the ways you interact with contacts. You can customize your website sign-up form to collect more information right when people sign up. Or perhaps you hold an event and collect more detailed information with an online registration form.

You can even reach out to your existing contacts with an online survey or update profile form to learn more about what they’re interested in receiving.

What does all this information allow you to do?
Once you’re equipped with lots of data, you can segment your email contacts into smaller lists. Breaking down contacts allows emails to be tailored specifically for contacts on that list or targeted to contacts that share the same interests.

You may think it’s unnecessary, but 56 percent of people unsubscribe from email lists because the content is no longer relevant. This gives a better appreciation for why it’s important to get the right information to the right people at the right time.

The more you know, the easier it is to inspire action. So always be on the lookout for ways to gather more information about contacts over time. Then you’ll be on your way to making smarter marketing decisions.
For Assistance on your email marketing campaigns, please call (407) 617-2910 OR email me at john@thejrlink.com

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