Tell me about your ideal customer. What’s their name? Where do they work? What’s their lifestyle like? 

I’m not talking about a group of people: I’m talking about a single person. An avatar.

This person wants to hear your story. They can’t wait.

They are at the centre of everything you do.

Why this matters in Email Marketing

Your customers, also known as your contact list, is central to your email marketing strategy. Especially if you’re an LP with multiple brands, or a store with multiple locations. While it’s critical to understand and differentiate the unique avatar each brand or location targets, it’s equally important to remember that there’s some overlap. Or that your customers can travel.

Don’t split your customers up up by using different email marketing platforms! Keep everything under a single master contact list. Then segment your list for each brand or locale.

And that’s just the beginning.

Segmentation: Bite size works best

Spoiler alert: your customers won’t read all the emails you send them (Here’s information from Constant Contact, and here’s Mailchimp‘s breakdown). But if you send your contacts information they want, they’re probably going to open the email. They’re more likely to click on a link. 

The trick to sending the best information is to separate the kind of information that works well within a subset of your group. 

You can even set automation rules to target customers based on whether they opened an email you’ve already sent them or not, or clicked on one link as opposed to another. 

After all, shouldn’t fans of flowers see mostly content about your favourite eighths as opposed to being bombarded with information about carts? 

Testing out what your customer wants to see

Wondering what colour scheme works better? Weighing two different tag lines for your next social media post? Set up an automation rule to compare the results of two different emails, based on variables you determine. Whether you’re comparing and contrasting colour schemes, or looking to find the best copy for your channels, let email do the heavy lifting and ask your customer what they want to see… by tracking what they do.