Amy E. Olivieri
Email lists are not just handy for keeping contacts organized. If they’re segmented with customer information in mind, they can be important relationship-building tools. This is particularly important for small businesses, whose key advantage over bigger corporations is the ability to cultivate and maintain crucial customer relationships.
Here are three ways to begin segmenting your lists:
1. Get customer information up-front
If a customer purchases a product from your business, put them on a specific list that pertains to that product. You can still send a general newsletter, too, but this way you’ll know what they’re interested in and will be able to send them targeted promotions in the future.
2. Make a list for loyalists
Repeat customers are a huge source of business, so make sure to show them they’re appreciated.
Having a list for veterans can help give them a personal experience and, every once in a while, a reward for their loyalty.
3. Create a personalized email for a personalized experience
If customers purchased a certain product or service, follow up with an email specific to that product or service. That way, you can build on the initial relationship, provide them with your expertise, and leave a lasting impression that will carry over long after the purchase.
Keep the power of a list in mind as new customers walk through the door. Asking people if they’d like to receive email updates about the product they just bought can be a great way to continue the relationship, make your business top-of-mind, and keep the customer coming back for more.
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Amy E. Olivieri is Regional Development Director of Constant Contact. Reach her at
[email protected] or (713) 401-2841
www.constantcontact.com/amy-olivieri
