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 audience, as well as the message you will send.
Your target group 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 become significantly higher.
Define your goal
To ensure that your mailing is a success you need to reach out to the right people. The more you can narrow down your target group, the higher your chances are that the right person will receive the right message.
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 proposals?
Depending on your goal, you can decide how you want to add your contacts to your mailing. SuperOffice CRM offers you four ways to do this. You can use selections, projects, import list or a single contact.
Contacts that are not yet available in the CRM database can be added by importing an Excel list, provided you have their consent to receive 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/newsletters.
Find out more information on how to create and use web forms in Marketing here.
Make sure you follow the GDPR way
The General Data Protection Regulation (GDPR) is the digital privacy regulation that was introduced on May 25, 2018. Learn more about the GDPR here.
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.
In order to make sure your marketing campaigns are GDPR-compliant, you need to be able to take care of 4 main things:
- Obtain explicit consent from your potential contacts to receive marketing communication from your company. It’s allowed to use a soft opt-in for your existing customers, but it won’t harm to ask them for their consent as well. 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 lawfully storing personal data and sending e-marketing messages. See more on all GDPR-related functionality in SuperOffice here.
- 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 center 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 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 way to update your existing records.
4 ways to create your target lists
- Find and Selections: Find is a powerful tool that allows you to define your mailing’s target list with precision. You can create new searches for contacts from scratch or you can use one of our typical searches. The results can be saved as a Selection for different purposes, including as a target list for mailings. To find the typical searches, go to the Find screen and click on typical searches underneath Contacts. You will find 6 pre-set searches ready to use. If you prefer to create your own search, you can learn how to create a search from scratch.
- Projects: You can send mailings to people connected to a project in SuperOffice CRM. Add all the people you want to a project and choose the project as a recipient list for your mailing.
- Single contacts: You can add persons from the database one by one by searching for their name 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 contacts that are not saved in your CRM database before you create a selection. Please be aware that you can’t import contacts without saving them in your database, and you need administrator rights to import contacts. By importing and saving all contacts, you save all history of the mailings you’ve sent.
Narrow down your target group
Sending every marketing mailing to all your contacts increases the risk of sending information to people who are not interested in your content. By being more specific when you’re creating your target group, you’ll avoid sending emails to contacts that are not interested. This way you can save costs and prevent yourself from wasting marketing resources.
What to think of when you want to segment your database:
- Your database contains demographics you can use to create your target list. A good example of a demographic is the field Your database contains categories such as Customer and Prospect or perhaps Customers A, B and C. You can use these demographics to make the right selections. Other examples of useful demographics are industry types, products bought, and past activities and interests.
- You can add extra fields to SuperOffice CRM that contain the information you need in order to create your perfect target list.
- 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.
Ask your SuperOffice Administrator to add any segmentation criteria and fields you need to be able to further narrow down your target lists. The administrator can adjust all lists and add new fields.
In the Interest tab on the Contact card you can see a contact’s interests and the types of E-marketing they’ve signed up for.