Most businesses have different types of customer. So when you’re looking at any marketing that you’re doing, or any engagement that you’re having with customers, you want to make sure that you’re getting the right message to the right people. What you need to do is called – segmenting your client base or your database.
You’re looking at the different types of customers who they are, what they do, and tailoring your specific message to them. Any good CRM system, or an email marketing system will allow you to create segments. So for instance, here at HBA Encompass, we do have general emails that we send out to our broad database, because they’re things that we think are essential and what everyone needs to know. But we also have specific information that we send out to people who have rental properties, or people who have subcontractors, or people who have businesses, and different information to people who are PAYG employees because they don’t need to know about the tax treatment of contractors.
So you’ve got to have a look at who your market is, who your clients are, how you can break them up into segments, and then look at in your whole marketing, and what you’re telling people what you’re asking for that you are telling the right message to the right people. Because if you’re not, they’re going to unsubscribe, and then when you’ve got something that’s really important to tell them that’s relevant to them, they’re not going to know about it.