If the customer subscribed to your newsletter, it does not necessarily mean that he or she experiences the buzz when reading it. Many businesses, unfortunately, do not take into account the fact that the needs and interests of their customers can vary greatly. Imagine you are selling sports clothes and want to convey information about new products to its customers. Whether your male audience is interested in a brand-new line of women’s sports clothing? Do teenagers want to know more about products for kids?
Segmentation is the process of dividing the audience into groups according to particular parameters. A list of addresses of your subscribers can be segmented by different groups: it all depends on the characteristics of the distribution. The basic information necessary for the separation of the audience is collected during subscription, however, some data (such as the frequency of reading the letters) is constantly updated. As practised at HTP, a digital marketing agency Manchester boasting over 20+ successful top league promotion projects, before collecting information expert figures out the data needed carefully, leaving the most essential questions only. Remember that too detailed segmentation demands extra work and not always pays off.
When it comes to providing any personal information, the client is typically limited to e-mail address and name (or nickname, if the questionnaire is offered to be filled in). And no quality certificates will convince a customer to share more data, even if you are running a big brand and boast fine reputation. So this is what digital marketing Manchester specialists do to retrieve the info:
- Show the customer what are you going to send. You need to get the idea out: a short and catchy piece of content should be followed by a subscription offer.
- Show user their benefit of a subscription. Few would like to share their birth date, though if you bribe them with a special discounts or gift the odds to succeed are pretty good.