For veteran email marketers, the title might seem to state the obvious. But there are newbies or even other experts out there who might contest that a business email list tends to enable such redundant messaging. How does one avoid the ability to send the same message to an entire list without, well, sending the same message!?
The unique thing about lists like these is that on one hand, they are contact lists but on the other, they are also prospect lists:
- Contact list – Like any regular contact list, a business email list is full of contact information. As email is obviously a form of communication, you will need something to communicate to (or more specifically send a message). What makes email convenient is that an entire contact list comes with the capacity to blast it out faster and more effectively than snail mail.
- Prospect List – A list of prospects is a list of opportunities for your business. The people on the list are not just ordinary contacts but people who have a high chance of taking interest in what you have. More than that, their interest also indicates that there is something you can give to help their own business grow as well.
But for your email marketing services, it is important to view the list as a prospect list first before a contact list. Make no mistake, this does not mean all the prospects on your list are qualified. It is about recognizing each contact on your business email list as unique, individual businesses. Individual businesses have individual needs and what rings best for them.
Though of course, it can also be highly unrealistic to tailor every message to every recipient (especially when the list can be pretty long). You do not have that much time. Crafting a template for just one can be taxing enough. The next best thing you can do is just narrow that list down further (e.g. target by industry, size, location etc).
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The more you do that, the less that size matters. Furthermore it increases your chance of sending a message relevant to a prospect’s needs.
- Industry – As you already know, many businesses associate themselves with their industry. There are many ways to break down a business email list in that order. You can consult your vendor or just simply take some time to go through it yourself.
- Size – This is arguably easier than industry and can be more convenient if you are pressed for time. Your email list can be broken down to fewer categories and you can tailor each message according to what business size tells you (e.g. budget).
- Location – If a majority of your prospects are overseas, you must definitely exert more effort to speak closely to their culture (and even their language) so that you do not just sound like you are repeating the content on your marketing website.
In summary, if you do not categorize your business email list like you would qualified prospects, then you risk sending the same, redundant message to a lot of people. Exercise more creativity when you generate business leads and break it down!