What’s in a number? If we’re talking about a bank account then quite a bit. But when it comes to email marketing, there are a lot of differing opinions. Some might say that the sheer size of the subscriber list is the driving force behind a successful campaign. The more subscribers they have, the better the campaign. I’m sure this has worked for many companies at one point but now it’s really time to rethink the shotgun email approach because frankly, I can’t take it anymore.  Recently I attended ExactTarget’s email marketing conference, Connections 2011, and the theme for this year’s event was “The Power of One.” One thought, one action, one individual. If each has the power to change the world just think about what it means to your company. It’s no longer acceptable to market to the masses with one message.
 

• Segmentation and Relevancy: Your customers are unique and the interests of one may not be the same as the interest of another. When you group your subscribers based on similar traits and characteristics, your message becomes more relevant. A relevant message will keep them coming back to their inbox again and again. One thing to remember is that what someone tells you they’re interested in may be very different from what they’re actually interested in. You’ll have to find the right balance between quantitative and qualitative analysis and optimize on an ongoing basis. Subscribers will never stay in the same segment forever so you have to be agile and keep up with their ever changing demands and give them what they want. 

• Trim the Fat: There could be many different reasons why people suddenly stop opening your emails. Maybe their interest has changed and your message no longer pertains to them, or maybe they’re just not that into you anymore. Whatever the reason, try to target them with a re-opt in campaign before you let them go. Give them the opportunity to tell you why they’ve been so distant lately. It could be hard to accept but if they unsubscribe, they’re no longer a liability to your reputation. If they’re still not responding then it’s time to let them go.  Update their status to “unsubscribed” and call it a day. Stay focused on those that really want to engage with your company because that’s where you’ll see the most return on your investment.