![]() ![]() A particular segment of their customers may be interested in learning about a wine of the month, with information on the different varietals and vintages they carry. However, as they grow, they may want to consider creating a separate email list for brand building. For example, a new restaurant might only benefit from sending a monthly newsletter highlighting seasonal specials as they build up their email list. ![]() If you’re a small business or one with few products or services, segmenting may not be necessary at first. Increase your email marketing return on investment (ROI) Keep your business’s domain off blocklists and improve your brand equityĪllow you to educate your target market and current customers Keep your business’s emails out of spam folders This will help you achieve the following: The best way to excel at email marketing is by segmenting your list into different audiences who will receive content tailored to their specific needs. The benefits of building your own targeted email listīuilding your own quality email list, however, is just the beginning. Plus, it will not provide great response rates, since these people are not your best prospects. Therefore, sending emails to people who have not directly or explicitly provided their contact information can cause irreversible harm to your domain and email sender reputation, in addition to your brand and company name. Similarly, purchased consumer mailing lists often contain many fake or inactive email addresses that will result in hard bounces, which can harm your email deliverability. Most email inbox providers such as Gmail, Yahoo and Outlook have strict spam filters to protect users from this type of behavior. In the worst case, the people on those lists did not give them permission at all, so leveraging those contacts could mean you’re breaking compliance rules (i.e. Purchased or rented third-party email lists usually contain email addresses and phone numbers from people who have given other businesses permission to send them marketing messages, but not your business. For this reason, many businesses resort to buying targeted marketing lists. You should be doing at least some mailings for promotional work every single week during the active season.Why buying email lists is never a good ideaīuilding a targeted mailing list, or a database of any kind, takes time and effort. The important thing is to think creatively, and do them very frequently. There are a hundred different ways to do targeted mailings. This is a great way to build your business substantially. Then after you type in all the email addresses, send out an bulk email to all of them. A variation on this is mail everyone in your system a postal mailing, asking for their email address, with a promise of email-only discounts. Example 5: Find every customer that has an email address and send an email-only offer to each of them. Depending on the power of your software, you could send this offer to new customers who have only had invoice so far! Repeat every year at mid-summer and late summer. Example 4: If your software tracks ‘Date of First Service’ find all records with ‘Date of First Service’ greater than, say, three months ago, and send them a mailing welcoming them on board and enclose a “Thank You’ $10 discount on their next service. Example 3: Find all Termite Inspections and offer them a baiting system. Select the town based on an area you want to grow. Example 2: Find all residential customers in a single town and offer special on repeating scheduled general pest control. This works great for ant, spider, roach, and those other specific problems that people call you for help. Example 1: Find all invoices based on some single service and send them a mailing promoting your new scheduled control or a new improved product. Each example is based on a found set of your current customers that you’ll reach out to. Here are Five ideas for targeted mailings that have great value. Suggestion: A fun goal for a targeted mailing is to land on your customer’s refrigerator! You’ll want your export to represent the unique customers for the spider invoices. These invoices may well include several invoices for the same customer. For example, lets says you are going to do a control spider mailing, and you are basing it on spider invoices from the last three years. As you build these lists in the following examples, be sure that you don’t get duplicates. Programs like PestaRoo have earned their reputation by their ease of exporting and printing data-mined lists. Then, export their mailing address as an Excel spreadsheet for your printer or print 5160 labels yourself. Most well designed software will easily allow you to take a found set of invoices and navigate to the customers for those invoices. The trick to succeeding, is to be very targeted and do a set every month. Targeted mailings can be used very effectively to increase your sales. ![]()
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