Ways to Target your Products and Services to a Select Group in your Opt In Email Leads

There are several ways you can target the market for your particular product or service, but first you have to find the market. This can be through established previous customers, association and group members, seminar and promotion contacts, and through your web site.

First, revisit the acquisition of a mailing list.

• Make sure your form includes spaces for name, address, email address and type of contact preferred then set up an online newsletter and approach all the following groups to sign up:
• Previous clients are an obvious starting point and can be reached through mail-outs, phone calls and in-store contact. Contact them all and ask if they would like to opt in to your mailing list.
• Newcomers to your storefront will be your next targets. Post information on your opt in opportunity at sales desks and near the door. Include a form with all sales and tear-off forms through the store.
• Pass out these forms at seminars, trade shows and promotional events. Ask that they be completed on site if possible.
• Take out an ad in the newspaper and trade magazines and include your web address.
• Add an opt-in form to your web site and make it obvious and easy to complete. Be sure to post your privacy policy.

Second, begin to segment and refine the list

Originally the list will include everyone you meet. The more names on the list, the more opportunity for a sale, so you want as many names as possible to start.

Now that you have a list, begin adding questions to your emails and web site that will better define your leads. You can start by finding out how soon the lead plans to make a purchase and put those who are just beginning to search in a separate group from those who have a higher urgency to buy.

• Continue sending friendly, informational emails and newsletters to the long-term group of leads, but make sure they have the option to change their level of urgency at any time.
• Zero in on specific requirements.
• Begin to send more specialized emails to the other group.

For the urgent group, add a new form to the next email that will allow them to better define their individual requirements. You can get as specific as you want. Do they have an interest in model #416 or model #816? Are they looking in the low, middle or upper price range? When would they like to be using the merchandise or service?

Now you can really begin to zero in on your lead to get the most out of your emails. Start by sending links to complete brochures and FAQ’s about the product of their interest. Ask if a sales person can contact them, and include the location of the nearest outlet where they can see the item in person.

The more information your lead has, the more likely he is to make the decision to buy, so build credibility by sending links to information and documents outside of your company web site.

The more information you have about your lead, the better you can communicate with him through your emails. One word of caution, do not get too personal. Many contacts will become nervous if they feel that you have too much information about them, so use your information discreetly and only to help them acquire the information they need to make a good purchase decision.

Now would be a good time to have a time limited sale or promotion that could encourage the final decision. If you only want to use this promotion for those leads that are waffling on the edge of a decision, you can include a link in your email that is not available from other pages of the web site, or through other emails.

Don’t forget that requirements can change, so include a link to similar products offered by your company. People often decide to buy bigger or smaller depending on their changing circumstances.

Remember, be as personalized and friendly in your emails as you can and always be honest in your description of your product. Also, if your contact decides at the last minute to drop off your opt in list, don’t take it personally. Remove them from your list and get on with sales to others

Related Terms: marketing campaign, subscribers, target audience

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