Mementum

An email list, when properly built and cultivated, will be your company’s largest asset.

Of course, that makes you wonder, “How often do I contact my list?”

While it is impossible to find the right answer, you CAN find the “most right” answer for each different promotion. Yaro explains how he segmented his list to focus only on those showing interest in his promotion that week:

With some segmentation of my email broadcasts I was able to do the following -

• Send the offer multiple times without annoying people who didn’t want to know about it
• Test two different angles to improve response
• Promote the affiliate product only to those who clearly were interested

Here’s how I did this -

1. My first message was sent to my entire newsletter, except a few unrelated lists
2. A second message was sent with a completely different headline and email copy (a different angle/split test) only to those who never openedthe first message
3. A third message promoting the product when it went on sale was sent only to those who clicked the link in the first and second emails

The full post is definitely worth a read. If you’re serious about growing your direct sales and your email service/software doesn’t allow segmenting like this, you’re probably leaving money on the table AND hurting your list relationship at the same time.