What to consider when creating a target list?
Updated on 15 Mar 2022
Knowing exactly what you want to achieve with your mailing is key to the success of any marketing campaign. The goals you set will determine your target group, as well as the message you will send.
Your target list is the group of people you believe will respond best to your message, provided that they subscribed to receiving your marketing communication.
If you tailor your message specifically to that group, your chances of them doing what you want becomes significantly higher.
- Define your goal
To ensure that your mailing is a success, you need, first and foremost, to reach out to the right people. The more you can narrow down your target group, the higher your chances are that the right message will reach the right person.
What do you want to achieve with your mailing? Do you want to:
- Get more leads?
- Sell more new products or services to your existing customers?
- Improve customer loyalty and retain customers?
- Inform of new developments, milestones or propositions?
SuperOffice CRM offers many ways of how to create a solid target list. You can use selections, projects or a single contact saved in the system. Any contacts that are not yet available in SuperOffice CRM database, can be added by importing an Excel list, provided that you have their consent to be sent marketing messages by your company.
You can also build a mailing list with the help of online web forms. Not only can you capture new leads among the visitors to your website who fill out a web form, but you can also use web forms to invite people to subscribe or sign up for different mailings.
Find out more information on how to create and use web forms in Marketing.
- Make sure you follow the GDPR way
Not only is the GDPR a law, but it is also a great opportunity for you to create highly targeted marketing campaigns for people who are engaged with your brand. This way your chances of acquiring new customers grow exponentially!
In order to make sure your marketing campaigns are GDPR-compliant, you need to take care of 4 main things:
- Obtain explicit consent from your existing and potential contacts to receive marketing communication from your company. One way of asking for a permission is via mailings or web forms. Seeking permission and storing a record of it are the cornerstones of the GDPR.
- Document any consents you obtain regarding the lawful storage of personal data and sending e-marketing messages. See more on all GDPR-related functionality in SuperOffice.
- Offer a simple and straight-forward way for your contacts to opt-out of your email marketing campaigns, by including clearly visible unsubscribe links in your mailings. Another way to make sure you contact only the people that want to hear from you is by creating a subscription management centre where data subjects can choose the content they want to receive.
- Obtain re-permissions from your existing customer base. This means that if you’re not sure whether or not you have the necessary permissions, and if you haven’t provided your contacts with the possibility to opt-out, it may be necessary to obtain re-permissions. Sending a “re-permission” campaign is also a great away to update your existing records.
4 ways to create your target lists
- Selections: This is a powerful tool that allows you to define your mailing’s target list with precision. You can make your own selection from scratch or you can use one of our pre-set selections. To find the pre-set selections, go to the Selection section and type Company. You will find 4 selections ready to use. If you prefer to make your own selection, you can learn how to create a selection.
- Projects: You can send mailings to people connected to a project in SuperOffice CRM. Add the people you want to the project and choose this project as a recipient list for your mailing.
- Single contacts: You can add persons from the database one by one by searching for their names or another value. You can also paste in single email addresses to your target list. This is useful when you want to add someone just before sending.
- Import a list of contacts: You can import recipients from a file outside SuperOffice CRM. Please note that if you want your results from the mailing to show up on a Contact card in SuperOffice CRM, you should use another option. You can consider importing the contacts into SuperOffice CRM first, and then create a selection. The latter option gives you the possibility of creating history of mailings on the Contact card.
Narrow down your target list
By narrowing down your target list you’ll avoid sending emails to contacts that are not interested. This way you can save costs and prevent yourself from wasting marketing resources. Don’t make the same mistake as 89% of all marketers, by sending your mailing to everybody in your database.
What to think of when you want to segment your database:
- Your database has to contain the right categories, such as Customer and Prospect or perhaps Customers A, B and C, to make the right selections.
- The contacts you want to send mailings to need to have a consent for e-marketing. This means that you have a legal basis for sending them mailings in the first place, and they have not opted-out from this (e.g. withdrawn their consent).
- In addition, you should consider using the Subscription management feature that lets you track what type of mailings your contact is happy to receive. Examples of subscriptions can be “newsletters”, “invitations”, “product updates”, or it can be specific content topics, and other. This allows you to send the right information to the right people.
- Extra fields are also important for your marketing routine. You can add extra fields to SuperOffice CRM that contain the information you need in order to create your perfect target list.
Note: Ask your SuperOffice Administrator to edit/add lists and fields to further narrow down your target lists to fit any segmentation criteria and fields you need.
Check what a contact person’s interests are in the Interest tab on the Contact card
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