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Targeting a portion of your audience with segmentation

Last time I talked about personalizing your messages. Using your email program’s mail-merge features can help you establish a personal identity with your customers. You can make your messages even more personal by segmenting your contact lists.

As marketers, we need to make sure that the content of your message targets the most relevant audience. I usually divide up my contact lists by demographics or interest. This helps ensure that your messages go to the best audience. For example, if you sell sporting goods, you can send emails with special deals on skis to skiing enthusiasts. List-segmentation helps you always reach your target audience.

It’s important that you plan ahead when you create your contact list. It all begins with the information that you include on your sign-up form. Make sure to collect information during the initial sign-up that will be useful to segment by later. Think of it like having a conversation: you have to get to know your listener to have the most positive effect.

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Next time, I’ll talk about some tips I’ve learned about how to build a robust contact list.

About the Author: Ryan Allis

Ryan Allis is the CEO and co-founder of iContact, a leading on-demand email marketing service. As CEO, he's managed iContact from its start in July 2003 to its current size with more than 90 employees and 25,000 customers worldwide. In [...]

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