Another Case for List Segmentation
When I arrived at the office this morning, one of my co-workers had a troubled look on his face. “What’s wrong?“ I asked.
“I’m forwarding you this email.“ He said.
“I don’t want a purse.“ He continued.
The email he received was from Mulberry, a British design company, mostly known for their well-crafted luxury bags for men and women.
Once again, an opportunity for list segmentation was missed. Sure, maybe a gentleman would like to purchase this purse for his girlfriend or wife, but with a price of more than $1,400 US, that gentleman better be sure that his lady friend even likes the bag first.
How delighted would my co-worker have been if the email was about a briefcase or European men’s carry-all. Instead he felt like the company really didn’t care or wasn’t paying attention to him, a potential customer.
If you are peddling high-ticket items such as $1,400 purse, and even if you’re not, think about your subscribers. What would they like to receive from you in their inbox? If you’re not sure, consider asking them. Your subscribers are more likely to buy, click, or convert if they feel like you are speaking directly to them.
Posted by MindComet on Jul. 12, 2007