EMail Segmentation Generates Higher Income
Friday, March 10th, 2006 at 3:38 pm by Jeffrey Perren, AC Magazine
Numerous studies show that targeting email messages maximizes ROI (return on investment).
Both time and money are always in limited supply. Crafting content, both message body and - especially - subject lines - takes skill and effort. But the rewards, as these studies show, more than compensate in higher open and conversion rates.
Users who receive messages that peak their interest are more likely to read the entire email and then click on embedded hotspots. Ultimately those higher clickthrough rates lead to more newsletter signups, eBook downloads, or products purchased.
And for affiliate marketers any one of those actions can lead to real income.
A recent study by email marketing software firm ExactTarget found that open and click-through rates declined steadily as list size grew. But the data suggests it isn’t the size per se, but how carefully segmented the list is.
Another study from GfK Group supports this view.
Common sense alone dictates that any random collection will consist of individuals with widely divergent tastes. But most products appeal to a more limited set of people. Sinatra fans rarely buy Heavy Metal music and vice-versa.
Shotgunning a message to an undifferentiated group will almost certainly result in lower returns.
Affiliate marketers who take the extra time to study their lists and tailor their messages accordingly will find their profits rise in tandem.
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