Showing clients you care - with mass email

It's tempting to pull everything out of ChatGPT for your next email series, but that's not what you need to stand out in your clients inbox. Your email strategy should more a subject line and a "buy now" button. Each email topic has to meet them when they are, both emotionally and intelligently. 

Why Your Email List Size Matters (But Not How You Think)

Here's an interesting paradox: open rates often drop as your email list grows bigger. For every thousand subscribers added, there's a sag in open rates, especially if you are shifting tactics from word-of-mouth to ads and competition. Don't panic yet – this is where segmentation becomes your secret weapon.

Use Smart Buckets

Think of segmentation as mini-conversations with with temporary groups (buckets!) of your audience. You can segment based on:

• Geographic location and time zones
• Product interests and preferences
• Customer journey stage
• Sign-up source
• Gender
• Registration date
• Quiz answers
• Birthday date
• Anything else you can think of!

We generally know more about our audience than we like to admit, even if your sign-up form is a single email address and name. What you need to do is work out how to address their concerns at the right time (for them). The easiest way is to use the framework below, at the point your subscriber has just taken action (for example, opened or clicked on something). This is where automation becomes very powerful.

The Journey Framework

Your subscribers don't all enter at the same stage, with the same knowledge or questions. Here's how to meet them where they are:

1. The Pain Point Stage: When they know something's wrong but aren't sure what to do
2. The Solution-Seeking Stage: They've identified the problem and are exploring options
3. The Expert-Finding Stage: They're ready to invest but need to trust the expert
4. The Commitment Stage: They're following you and evaluating your expertise
5. The Decision Stage: They're ready to take action

At each stage, map out the main questions people have for you and ask yourself "What do they need to know in order to move on to the next step?" Once you have that in hand, you can plan out your email topics and where you want to send your subcribers to move them forward on their journey.

Smart Technology 

Modern email platforms like MailChimp, Klaviyo, and HubSpot make personalization easier than ever. Use these key features to make your life (and theirs) easier.

• Time zone-based sending
• Mobile optimization
• Filtered welcome flows
• A/B testing
• Custom field merging
• Dynamic content
  
  

Don't be afraid to experiment and be upfront with your audience (especially in B2B) that you are looking for ways to help them by asking more questions. Everyone loves to be the center of attention, so play Merlin to their Arthur.

Think About Your After-care

Personalization doesn't end after the sale. The post-purchase journey should include:

• Regular check-ins
• Feedback requests
• Progress celebrations
• Educational content
• Exclusive insights

It's much easier to keep people interested once they trust you, than to catch it in the first place.

The ROI of Caring

When you demonstrate genuine care for your customers through personalized communication, you're not just building a list – you're creating a community of loyal supporters who trust your expertise and value your attention to their needs.