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Who Will I Send it to?
From the plan discussed in How Do I Go About It? – you should identify:
- The target segmentation (products they have bought, attributes from their profile, their past contacts etc)
- The specific offer to that segment
- Test it, improve it and repeat it
Ideally, a variety of methods to build your lists should run in parallel. For instance:
- Purchase one or more well targeted lists
- Use your existing customer list if they have agreed to receive information from you. If you don’t ask them already then start now!
- Create a registration area on your web site and offer incentives such as a newsletter, industry information, free upgrades etc
- Cold call new or existing customers and
If you acquire customer data from your web site, be sure to specify your privacy policy to ensure opted-in individuals understand how their data will be used.
A good email shot system will allow you to import data from your CRM or Sales Tracking software such as ACT. It should also be able to export updated data back to your system.
Now we know more about who we will send it to, let's explore what we should send.
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