The Plan or the Trash Can: An Email Marketing Guide - Know Your Visitors...
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II. Know Your Visitors To Increase Your Email Marketing Efficiency
Email distribution service providers such as Intellicontact.com provide advanced reporting that allows you to determine where your recipients came from and what links they are more prone to click in an email. Distinguishing your recipients' point of origin and interests is important to prevent them from being alienated by the message you are sending. This is especially important if you are managing the email marketing of a company that offers a broad range of products or services. Email optimization begins with dividing your master list into specific subgroups. Reports from your previous mailings will allow you to download lists of recipients who clicked on certain links to visit specific pages on your website. A good email distribution service will also allow you to automatically categorize future recipients based on which online sign up form they came from. Knowing the preferences and browsing tendencies of these subgroups will enable you to send more precise and catered mass emails to specific audiences.
Does this mean that you shouldn't pitch all of your products, services, or general messages in emails? Of course not: The purpose of email marketing is, after all, to generate leads for your company's sales team to follow up on. It is even possible to use the same content in all of the email batches that you plan on sending out. The only difference is that you should arrange your content in a way that gives prominence to the information that each subgroup of recipients will appreciate the most. In addition, your subject line should reflect the interests that characterize each of your subgroups.
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