Not all email lists are created equal, and the content of your emails should be tailored to the different types of people that appear on your list wherever possible.
Your site may well have more than one place to gather information from, and indeed, people may move from one list to another based on what they do while they are on your site.
If you provide more than one type of product or service, such as men’s or women’s clothes, or plumbing and heating, or new and used cars, you might want to encourage your visitors to receive a specific type of email rather than a general one, because you will have a higher chance of converting those people into customers (they have a specific need, rather than a general interest).
Likewise, if you have people that have already bought something from you, then they will need a slightly different message than someone who hasn’t.
There is automated list management software that will put your visitors into the correct email lists based on their actions when signing up, or on their behaviour over time as they go from a site visitor, to a customer, providing you the opportunity to talk to the people on your email list in a way that they will find more beneficial.
If you already have an email list, consider speaking to your marketing company, or web host to find out how you could make more of your list of customers and prospective customers through email.
Segmenting your list into different stages of your visitors journey with your company will give them the best user experience. They will get information that is relevant to their personal reasons for coming to your website, rather than receiving information that they might already know, or that they simply don’t need.
Tidy up your email list and give your visitors the information they need!
Email to Give, not to Receive
Email hosting clients have, in recent years, took it upon themselves to help their users manage the ever increasing number of emails that people receive these days. Companies like Google, Microsoft and Yahoo put in place filtering systems to weed out the spam, and leave you with what they believe are the emails you want to see.
While this is good because it removes all of those spurious emails you’d never want to click on, it also moves the legitimate emails from companies who just want to try and sell you some more of the things you bought in the past.