Okay, you both have a good customer view and you have thought ahead. Let’s go ! I understand your impatience, but still, just a little while. Are there opportunities in further segmentation? Sure, you can lump the customers in your database together, the faster that mail is sent out. But is that wise? I do not think so.
Take a critical look at the parameters on which you can segment your customer group. For example: location, age, gender, turnover history, possibility to up- or cross-sell, numbers of order moments or a combination of these parameters. One size does not fit all!
A profession in its own right. Again, there are many aspects to take into account. However, one aspect always stands head and shoulders above the rest as far as I’m concerned. Namely, realizing what problem you are solving for your customer. Too often do I receive emails that make me think ‘yes, and’? Example: “Now a 10% discount on all our electronic hand blenders.” Great, but then I still pay 90% and my whisk works fine. Compare Accounting Directors Email Lists that sentence with: “Hi Bart, nice cake, but how is your arm?” Which email would you rather open? Commercial writing is different from throwing discounts in writing.
Determine on the basis of which parameters you can measure your success. Opens, clicks, forwards. Do you want to know how many parties visit a landing page based on your email and request a quote or make a purchase? Then add a UTM code. To measure = to know. Tip : if you have time left, build a dashboard for your colleagues. Data that you find very interesting may be slightly less pleasant for your colleagues to digest.
It’s time! Testing, testing, testing… and measuring
As DJ Jean would say, get ready 4 the launch . Sorry, generation thing. But your campaign can go live. Is it perfect now? Unfortunately not. The first well-thought-out campaign with a 100% score has yet to be invented. Therefore, always opt for a good A/B test and start small. After this test you can scale up with peace of mind.
Keep analyzing, collecting information, learning from the (interim) results and optimizing. Good luck!