Tomato Fish Marketing

What is list segmentation and why should I care about it, you ask?

List segmentation allows you to drill down into direct email communication to specific contacts/audiences. You find out what your contacts are specifically interested in and that’s what you send to them — tailored emails that give them exactly what they want.

What are the perks of list segmentation?

• Create target audiences based on standard and custom fields within your lists.
• Increased response rates.
• Better response to your call-to-action.
• Divide your segmentation results into multiple mailing lists (opens, clicks, bounces, etc) in order to test offers, subject lines or even content to see which performs best before mailing to your entire audience.

How can you use your list segments?

• Send a campaign to people within a specific interest group to provide more relevant content.
• Send a campaign to people who clicked a link or opened a previous campaign for following up on campaigns or event invitations.
• Send to “active” contacts who have opened multiple campaigns and clicked at least 3-5 links to weed out non-responders.
• Send a special “are you interested” to “non-responders” who have never opened an email or clicked a link to close them or get them off the list.
• Send birthday emails with special discounts to your lists segmented by birthday.

NEED LIST SEGMENTATION HELP?
If you have any other questions or want help in creating segments for your lists, please send us an email at team@tomatofishmktg.com.

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Here are a couple of things to focus on from an eMarketing standpoint for the end of the year.

#1 – Get your email marketing plan together for next year. Email is so quick and cost-effective so there aren’t a lot of headaches. Be sure to add emarketing to your marketing plan/calendar for next year. If you are really motivated, you can create all of your campaigns at once and schedule them out.

#2 – Resend an email to your non-responders. Choose a campaign you’ve just sent out and segment out the “not opened”. Then, copy the previously sent campaign back to your drafts in TFMail, modify the subject line to grab their attention and resend to the new segment.

If you currently have a TFMail account with us and need help, please send us an email. If you would like to sign up for a TFMail account, please contact Brooke DeRam.

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According to Forrester Research, nearly 85 percent of marketers planned to increase their online advertising spent in 2007. If you don’t have an e-marketing strategy yet, here are 7 reasons to get one, and I can’t think of 1 reason not to:

Reason #7 – You can measure results. You know exactly how your marketing effort is doing, almost instantaneously with click-through reports.

Reason #6 – You can change things quickly. You have the ability to quickly change the creative and message to meet your needs immediately as market changes demand.

Reason #5 – You can save money. You can achieve an impact for less cost than traditional marketing distribution methods.

Reason #4 – Your can create a readily accessible promotion. The Web is one of few places where your message is available to viewers 24/7, and one click of a button can forward it to many other potentials.

Reason # 3 – You can leverage your message. You can drive more traffic to a specific page within your Web site through one click through action.

Reason #2 – You can really target market. By segmenting and targeting different markets with different messages you create the ability to connect when the information is hot…timing is everything.

And the #1 Reason to get an e-marketing strategy…You can save the planet. Just remember how many brochures and flyers and postcards you throw in your trash daily. How great it is to get information about products that interest you in email. Then if you don’t want the product it only takes one finger and less than one second to delete, and it is gone forever without the 30 year biodegradable wait in a landfill.

So welcome e-marketing mail and forward on those “save the planet messages” to anyone you think might be interested – because they can always delete too!

No e-marketing found here.

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Today we got more junk mail in our office mailbox…a 2007 Catalog of direct mail postcards. Actually, what seemed to be junk mail turned out to be a fairly educational piece of mail. The article that I found from the Catalog was called “5 Predictions for the 2000′s”. Okay, so it’s an old article but Prediction #4 is really interesting:

John Schulte, the author of “5 Predictions for the 2000′s” predicted that the niche marketer or “small guy” will not only survive, but also prosper! (This is really good to hear!)

Nobody owns a job, nobody owns a market, and nobody owns a product. Somebody out there can always take it away from you.

The small guy must understand this and understand that direct marketing is niche marketing. And eMarketing (marketing via email) is also a form of direct marketing. To be successful the “small guy” must focus on an area/segment of expertise. In the words of “Blue Ocean Strategy”, you must create “blue oceans” of uncontested market space ripe for growth rather than go head-to-head with competition – especially the “big guy” competition with deep pockets.

If you ask me, being the “Small Guy” is very beneficial. Think about it: You can service the customer in a way that the “big guys” can’t simply because you are smaller, which gives you the best chance of building loyalty in an otherwise un-loyal market place. Sure the “big guys” spend millions promoting their companies, but there are other smarter, more cost-effective ways to promote yourself. Your brand will build slowly, but will be strong!

The DMA Statistical Fact Book 2006 – Read Rates for Direct Mail Pieces

According to the DMA Statistical Fact Book 2006, the read rates for direct mail postcards are higher than 41%. In our findings, our clients get a Read Rate of anywhere between 30% and 57% (or higher depending on list segmentation).

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