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Localizing your e-mail October 31, 2010

Posted by Jack Macholl in Communications, e-mail marketing, Marketing Planning, ROI, Uncategorized.
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As I speak with clients and venture out as a consumer it always amazes me how little interaction or data gathering goes on this tech savvy world. There are numerous articles written about what lists to purchase, demographic/psychographic profiling and so forth.

Most small businesses and even local branches or outlets of larger companies would likely achieve more success by localizing their marketing. There are many simple things that will contribute to local marketing success:

  • Have some type of database in operation (ACT is off-the-shelf software, reasonably priced)
  • Make certain staff is asking for e-mail addresses
  • Keep your database current (e-mail accounts are transient, people switch providers often)
  • Eliminate duplicates (nothing annoys and causes clients to opt-out more than duplicate e-mails from the same organization)
  • Track what your customers purchase, how often, what they spend (the old RFM formula-recency, frequency, monetary)

Once you have the basics in place you can begin to tailor local e-mail offers that play off seasonal events, holidays, anniversary celebrations, customer birthday acknowledgements, etc.

If you have an ice or snow storm that cancels your sale or special event (as we often do here in the Midwest), that provides an opportunity to e-mail with a rescheduled event. Perhaps customers will be more receptive as you’ve all survived the storm and are ready to get back at life.

Making your e-mail local, relatable and compelling to people in your area will likely reveal a higher return on your marketing investment than soliciting to purchased lists (prospects) and hoping for the best.

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Comments»

1. Tim Franzen - November 1, 2010

Wouldn’t be great if the technology was affordable to replicate the Amazon experience (tracks purchases and interestst and recommends other products at specific times in the year)at ALL contact points? The customer could be communicated regardless of the channel they were using. This requires the retail outlet, on-line visits, phone center calls, and emails sent to be captured and coordinated so that any time the customer is reaching out (in the store, visitng the web page, call the call center, etc) the message would be a continuation of the previous contact.


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