While you probably realize that trying to sell a snow blower to a Floridian is a waste of company time and money, a lot of companies are making similar mistakes every day.  Most companies create one marketing piece or ad and send it out to their entire customer list, forgetting that while one segment of their client base may be excited to receive the latest savings on dog toys and treats (for example), their cat lovers are underwhelmed and frustrated by another meaningless ad in their inbox. The ad simply isn't relevant to the cat lover's needs.

One of the most crucial elements in marketing is to deliver relevant marketing campaigns - marketing ads and promotional pieces that directly relate to what the recipient wants or needs. Using Sage E-Marketing for ACT! (SEMA), you can easily create a highly-professional, graphic-rich ad announcing the newest dog toy on the market and another ad informing cat owners of the upcoming cat food sale. You can use SEMA to create a variety of relevant marketing pieces designed to cross-sell, up-sell, and promote your latest company news and offerings.

Then using ACT!, you can segment your customer list into various marketing campaign groups. Last week, we discussed stratifying your clients to track and analyze the different clients you have. Stratification is just one way that we can start to segment our clients and improve our marketing efforts. Similar to the stratification field, you can create a 'marketing campaign/group' field to designate groups(s) that each of your customers belongs to, ie. Dog Lover, Cat Lover, etc. Once you've designed your marketing template for a particular group, it is extremely easy to perform a lookup of all customers belonging to that group and send your relevant message to them.

Not only will relevant email marketing separate you from other companies, but your customers will understand and appreciate that you value their interests. And that's a great way to earn customer loyalty!

Interested in learning more about email marketing best practices? Visit our ACT! White Papers and Articles page.

How have you used ACT! to market to your customers/clients? Let us know in the Comments below!