It seems that the concept of the “Email blast” is still very much alive and doing as much “van Damme-age” as possible.
Think about what you are doing here–blasting out your product-centric message to everyone in your database in an attempt to generate interest from your potential clients.
Sometimes, we see this process from sales people and sales managers who, at any other time, will go out of their way to hold a conversation with their prospect or client. But put these savvy sales people behind a keyboard interfacing with an email server and suddenly all sales acumen goes out the window.
All of their prospects look the same and no one on the sales team wants to “converse” with the prospect. They just want to “blast” their message out to as many contacts as possible. Every opportunity turns into a chance to send out another “Email Blast”.
If you are in sales, your message needs to generate interest. To do that, it needs to be client-centric in its focus. You really want to facilitate and encourage the conversation with your prospect or client, especially when using email. And you can only do that when you get specific with your messaging and direct it to specific groups of people in your database.
But don’t take my word for it. Read what the email marketing team at StrongMail has to say on the subject of segmenting your email database.