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Table of Contents

Lead Story

Diversification versus specialization: Which is better?

News

Industry Update

NetBank bubble bursts over mortgage loans

Feds propose rules on Internet gambling

Merchants give Congress their take on interchange

Kinks at the QSR drive-thru

Is the PCI DSS pie in the sky? The NRF's Hogan wants to know

Ontario nixes 'use it or lose it' gift cards

Features

The skinny on trade associations

U.K. banks push contactless tech, despite consumer demand for cash

Ron Delnevo
Bank Machine Ltd.

Views

The assault on interchange widens

Patti Murphy
The Takoma Group

Coping with the credit crunch

Biff Matthews
CardWare International

Clich├ęs, monsters and a dog named Spot

Education

Street SmartsSM:
Next stop: Tradeshows

Dee Karawadra
Impact PaySystem

Using e-mail effectively: Managing lists

Nancy Drexler
Marketing Moguls

Don't let security slide

Steve Schwimmer
Renaissance Merchant Services

PCI DSS implementation: A concise review

Robert Heinrich
Alpha Card Services Inc.

Dam spam with secure e-mail

Michael Petitti
Trustwave

The next ISO widow could be yours

Adam Atlas
Attorney at Law

Company Profile

Comstar Interactive

New Products

PIN protection for online purchases

PIN Debit Service
ATM Direct

A payment plug-in quick as a hare

Skipjack Payment Plug-in
Skipjack Financial Services, Inc.

Inspiration

Optimism is an inside job

Miscellaneous

POScript

Departments

Forum

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

October 22, 2007  •  Issue 07:10:02

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Using e-mail effectively: Managing lists

By Nancy Drexler

E-mail is a communication tool many of us rely upon in our need for speed. Accessible and affordable, e-mail is a reliable way to get our messages out quickly and easily, as well as get invaluable feedback just as speedily. All from anywhere, any time.

That's the good news. And you already know the bad news: So many people are using e-mail to promote products and services that mailboxes are inundated with unimportant, unnecessary and unpleasant communications.

Fortunately, e-mail has now been used widely enough and long enough that we have been able to measure what works and what doesn't.

Talk to me

The most important advice I can offer e-mailers is the same advice I offer all marketers: Know your market, and address your messages directly to the individuals who comprise it.

And I do mean "individuals." Each of your readers should feel that you are addressing him or her personally.

They should never feel that they are part of a massive, homogenous audience receiving every message you create.

Unfortunately, accomplishing that is not nearly as simple as using the reader's name in the subject line, or inserting it into the body of the message. In fact, it begins even before a message is crafted.

Segment your lists

Any marketer knows how important it is to target communications to select audiences. And today's technology makes that task faster and simpler than ever before.

Unfortunately, too many people try to build big lists. They know they can expect a 2% return, and they figure 2% of 10,000 is better than 2% of 500.

Furthermore, it costs about the same to send 500 e-mails as it does to send 10,000. So why not?

Here is why: Sending relevant, targeted messages to segmented audiences will boost your return on investment. Smaller lists are easier to manage.

Additionally, working with smaller lists helps you understand your market and tweak your messages to better reach its constituents.

Fewer people opt out when they receive selective messages than they do when they receive general blasts.

In short, you'll be much more effective with several smaller, hard-working lists than with one large one.

Establish parameters

Marketers use a number of variables to segment lists:

Segmenting lists typically begins with a consideration of these variables. Let's see how they may relate to your list.

Prioritize variables

In payments, demographics usually don't matter, particularly when it comes to e-mailing. Men and women, regardless of age and income, will be interested in similar products and services and respond similarly to the same e-mail messages.

So dividing lists according to demographic criteria is probably not a worthwhile endeavor for those of us in payments.

Geographics, however, can be. Ask yourself the following questions, and you'll see what I mean.

Dig a little

You may, then, want to drill down even deeper. Let's say you are looking to do a lead-generating e-mail campaign for your cash advance product.

You compile a list of businesses in geographic areas known for attracting tourists.

Next, you may want to divide this list into two: one for those who attract tourists in the summer, and the other for areas that are more populated in the winter.

Why? Because the greatest interest in and need for cash will be a couple of months before the season begins, when income has been lower and cash is needed to get ready for the coming business surge.

So the timing of your campaign would be very different for each of these two lists.

Categorize prospects

Drill down even further to business type. Put restaurants, for instance, in one list and retail in another.

Because these businesses might be interested in cash for slightly different reasons, you can target their unique needs in the content of your e-mail.

Listen to feedback

Your e-mail campaign will undoubtedly generate some interest, and responses will become fodder for further segmenting your lists.

Clear out addresses that bounce back or delete without reading. Note which prospects open your e-mail, for these individuals have demonstrated a reason to remain on your e-mail marketing lists, though perhaps not this specific one.

Those who actively engage in dialogue should be tagged for cross-selling, and those who buy should move from prospect list to client list and be tagged for up-selling, as well as more ongoing communication.

Make the message matter

Segmenting lists is a process. The more you know about a prospect, the more you can tailor appropriate messages that will generate greater response rates. Here are some e-mails you might consider sending:

Segmenting lists is the hardest part of creative, effective e-mail campaigns. But it pays off.

So start getting your lists in order. Next month, I'll tell you what to put in your subject line and how to craft your message.

Nancy Drexler is the President of Marketing Moguls and its division, PIMPS (Processing Industry Marketing and Promotion Services). She can be reached at drexler@marketingmoguls.com.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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