With multiple organizations competing for customers’ attention these days, personalization isn’t just smart – it is absolutely necessary. After all, there is nothing more off-putting than being on the receiving end of a marketing email that shows no knowledge of your interests or who you are. True, creating different email messages for different groups is more work, but it’s worth the extra effort when your email messages resonate with your customers.
Every small business can segment their customer base to improve the relevance of their emails. For example:
* A restaurant can email a “˜Kids Eat Free on Tuesdays’ promotion to families who have visited in the past six months
* A sporting goods store can send one email to customers who have recently purchased a bike to let them know of a sale on bike racks and another message to customers who have purchased skis or snowboard equipment to tell them about an “˜End of the Season Winter Clothing Sale’
* A garden center can send out a “˜Planting for Spring’ promotion to home gardeners and another “˜Bulbs Available in Bulk’ promotion to professional landscapers.…
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