Released on = August 10, 2007, 7:59 am

Press Release Author = ConnectThru.com

Industry =

Press Release Summary = E-mail newsletters can definitely be a time-consuming task,
and the urge to fire off a quick-n-dirty, single e-mail blast to your entire
customer database may sometimes seem like a more efficient use of your time. And
while it can be deceptively easy to view your customers as a faceless mass that\'s
just \"out there\" on the internet ether, keep in mind that different types of
customers should receive different types of messages.


Press Release Body = E-mail newsletters can definitely be a time-consuming task, and
the urge to fire off a quick-n-dirty, single e-mail blast to your entire customer
database may sometimes seem like a more efficient use of your time. And while it can
be deceptively easy to view your customers as a faceless mass that\'s just \"out
there\" on the internet ether, keep in mind that different types of customers should
receive different types of messages.

Instead of sending out that single e-blast, segment your customer base into groups
based on sales volume and customize your messages accordingly. Segmented
communication can help you understand not only the needs of specific customer
demographics; it can also help you uncover new opportunities to grow your sales.

1) Low- to no-volume customers. Maybe they placed a single order eight months ago.
Maybe you obtained their address from a multi-buy that you haven\'t had a chance to
use yet. Certainly, your low- to no-volume customers shouldn\'t receive the same
level of attention of your highest-volume buyers, but some creative thinking here
can help crack some of these tougher nuts. Avoid \"last chance\" magazine subscription
clichés; instead use friendly language like \"new friends\" to make them feel like
they\'re being wooed. And then walk the walk: this is your chance to aggressively
test special offers (10% off, reduced shipping, etc.) that can help you gain greater
insight as to what can push the low-volume customer to the next level. If an offer
fails to gain traction, make a note of it for future reference and try something
else. When something works-voila, you\'ve just created an effective sales tool.

2) Mid-volume, \"general\" customers. Typically, most of your customers fall between
low- and high-volume. Use messages with language such as \"loyal customer\" and thank
them for their continued patronage-let them know, with clarity, that you appreciate
their business. And be sure to test an occasional \"big\" offer that could inspire
these customers to begin buying at a consistently higher volume.

3) High-volume customers. As you might expect, roll out the extra special
treatment of your highest-volume customers. Provide special exclusives for these
customers. Test premiums that offer a high perceived value but won\'t impact your
bottom line. Your highest-volume customers are often the most vocal-so ask for
feedback, and thank them for it. Avoid opening a can of worms by having a clear goal
in asking for feedback. \"Do you prefer shorter, more frequent e-mails or longer,
less frequent e-mails\" is a much more effective question than \"how do you like our
e-mails?\"

Of course, you really don\'t need to create entirely separate messaging for your
customer types. Keep the body of the e-mail-the bulk of your communication-the same,
and customize only the greeting, the offers, and the other type-specific strategies
outlined above.



Segmentation is a critical tool that enables you to communicate more effectively
with your customers. It can also help you move each type of customer to the next
higher-volume type. But no matter what kind of customer you\'re communicating with,
keep in mind that you\'re constantly deepening your relationship with them-let
segmented communication help you achieve that goal.


Web Site = ConnectThru.com

Contact Details = ConnectThru.com