Targeted Email Marketing
It isn't enough to just get out a volume of emails - though that is better than nothing! Far better however to direct that volume usefully to actual real potential prospects. Not only is it more cost effective for you but it is better to leave alone those who couldn't possibly use your services.Targeted Email Marketing tips.
Some aspects are pretty obvious - if you only serve Manchester or London then there is little point promoting to businesses outside these areas. If yours is a fairly general service or product but certain sectors would definitely not want it then you can target by avoiding some SIC codes rather than try and target all the ones you think would be good.
As a general rule we do, in contrast to the above advice, recommend to go broad, when in doubt at least. Bear in mind that your prospects can travel and have more than one office. Businesses also move. They also talk to each other! As a general rule in Marketing more is better so we would always recommend being inclusive and not exclusive as what you want, we assume, is more leads and expansion - not less or the same. So to grow the business one as to expand areas, concepts and services and not keep them limited.
Another aspect to Targeted Email Marketing includes the medium you choose to get to your prospects. An email lands on a PC - which can be to a particular individual or position in a company - emails may be downloaded to more than one account as well - even to a Blackberry! Faxes tend to be more static and general in who sees them. Here the 'targeting' is simply adding an FAO: Sales Manager to the top or relying on somebody delivering the fax to the correct person who should have an interest in your product.
Finally bear in mind you can let your email readers do the targeting for you! With a good video or email design you can get it forwarded or distributed by people on the web. If you have had the presence of mind to include your contact details in the video or email then your message can spread far and wide as it gets forwarded from person to person.
