Building an email newsletter is a fantastic thing for your business. In fact, it’s a must. Email is still a very active and viable channel for marketing and with free/cheap tools such as MailChimp, Constant Contact or Awebber, it’s easier than ever to organize and send email newsletters.
Whether your list size is 50 or 5,000, you need to be segmenting your list. That means splitting it up into various sub-lists based on relevance and groupings.
Even with small business lists of only 50 addresses, we commonly segment those into “leads,” “potential leads,” and “previous customers” with each segment receiving their own variation of the newsletter.
And here’s some data to back me up…
When I conducted a survey about email marketing, I asked respondents to tell me, in a free-form text field, why they chose to subscribe to emails from some companies. One of the most common responses I received was that they expected the emails were going to be relevant to their interests. 38% of respondents specifically referenced the word “relevance,” and one especially well-worded response indicated that content should be “particularly and specifically” relevant to them.