Targeting your e-mail messages
When you’re excited about your business, thinking of almost everyone as a potential prospect is easy. You might indeed identify a large audience that needs your products or services, but plenty of people won’t buy from you for one reason or another.
At the same time, pockets of opportunity for communicating your messages might exist that you haven’t thought of. You can make your e-mail messages more effective by targeting prospects and customers who are most likely to make a purchase decision and excluding people who are probably never going to buy. Here are some questions you can ask yourself to help determine to whom you should send your e-mail messages.
Who is most likely to need your products or services?
Who already buys other products or services that are similar or identical to yours? For example, if your company makes roller skates, you may want to find out everything you can about the people who buy roller skates and roller blades from your competitors.
Who buys other products or services that could be perceived as substitutes for yours? For example, if your company makes roller skates, you may want to find out everything you can about the people who buy skateboards and roller scooters.
Who buys products or services that compliment yours? For example, if your the company makes roller skates, you may want to find out everything you can about the people who buy helmets and knee pads for recreational activities.
Who has already purchased from you and when will they be ready to buy again? How many messages does it take to get someone to repeat his business with you versus attracting a new customer?