DISCLAIMER: I was never that kid that obsessively collected Pokemon cards, nor do I have any knowledge on how you ‘gotta catch them all.’
But this was the first analogy that popped into my head when I thought of segmenting hundreds of items into simple categories that will make them easier to manage.
So…here we go:
In the world of online marketing, collecting subscriber email addresses is kind of like kids back in the 90s that collected Pokemon cards, isn’t it?
Scaling the Pokemon Collection System
The thing with cards is that the more you obtain, the greater success you achieve.
And soon, you have a 3-ring binder with individual sleeves that houses each of these monsters in their own cardholder.
And these avid collectors also used binder dividers to organize their cards based on the monsters’ power abilities: Fire, Water, Fairy, Poison, Grass, Electric, etc.
This is especially helpful when it comes to trading cards or marketing your three Fire monsters in exchange for that exclusive limited edition Electric one.
Can You Relate to Email Marketing?
For us grown-ups with businesses to run and with clients to attract, segmenting your contact list seems like just an ordinary and simple task, but there is such a huge advantage to your marketing efforts when you do it.
First, let’s think about the ways you gather email addresses in the first place.
There are online platforms, like Antavo, that allow you to build promotional campaigns to generate leads that will grow your audience.
Such tools also include features that let you choose whatever method you prefer: promotions, photo contests, sweepstakes, giveaways, etc.
But just like how overzealous Pokemon collectors segmented their monsters by categories, your new subscribers need to be segmented too for better organization, and to help you plan on maximizing your marketing strategy.
People Know You Differently
Just think about the entity of the contacts you have gathered over a span of, say, 6 months.
Some will be young, some will be older, some have just recently subscribed, and some have been with you for months, some would demand to see what new sales you will be having, and some would still need to know your company a little bit better before making their first purchase.
Each group has a different feel of your company, so would therefore need their own specific marketing campaign to reach them best.
Email Campaigns Are Your Best Friend
To treat your potential or current customers according to their engagement, you can build a campaign in any way you want to send a certain message you want. And with several groups in your contact list, it’s just more of an excuse to put your creativity into gear and create campaigns for each group.
- For newbies that really don’t know much about your company, you can create a Welcome email to thank them for signing up, and maybe a brief history about your brand and how they can benefit from it.
- For those that have been with you for a while now, how about a campaign that offers them special deals and discounts to show your appreciation to them?
- For Generation Y, the younguns are all attracted to the latest funny online memes or viral videos, so incorporating them into your campaign can really peak their interest and make your brand more relatable.
- As for the older folks, they would definitely appreciate a campaign that is quick, simple, and to the point.
Take a look at some of Benchmark’s pro-designed email templates for different audiences and occasions.
And because you build the campaigns, feel free to add your own brand’s personal style to it. As your audience continues to grow, you may find that you need to create even more segmented groups…bonus points for you if you find someone with Fire power!
Lessons from Pokemon: How to Segment Your Contact List for E-Marketing by Dorothy Le
Latest posts by Dorothy Le (see all)
- Lessons from Pokemon: How to Segment Your Contact List for E-Marketing - February 19, 2014