Business Growth: Segment Your eList
November 9, 2009 9:00 pm eMarketingGuest Contributor: Heather Maloney
This year I was on holidays in Dubai during the middle of Ramadan in which most people do not eat or drink anything during daylight hours. It brought to my attention again that the way you market to different people needs to be very different during different times of the year. It was also very hot in Dubai at that time and the hotel where I was staying offered a discount off the evening meal equal to the temperature reached during the day – so on my first day there you could get 42% off the restaurant bill!
Ramadan is a very obvious example, but there are many different groups in society whose needs, desires and interests are different at different times of the year, for instance:
- parents of young children
- people on holidays
- people with elderly parents
- people with special interests such as gardeners, skiers
- retired people
- and much more…
Products like eNudge make it easy for you to add details such as the gender of people in your contact list, but you can also create as many categories as you like, and assign an unlimited number of categories against each contact, to help you segment your list.
The bigger your list grows, the more important segmentation and targeting your messages will become, but it’s never too early to start.
