There are many tactics you can use to build your lists and maximize their efficiency:
- Run split tests to increase open and click performance.
- Use Salesforce campaigns to target by a contact's lead or opportunity status.
- Map list data to personalize your message based on specific contact information.
One simple method of list creation that's often overlooked is geotargeting. Geotargeting involves building your list to send specific messages or offers to target individuals by geographic area. How's it done and why should you do it? Glad you asked!
To create a geotargeted mailing list you'll need to have a contact's city, zip code or phone in your salesforce records. You can collect information to target markets by any size area you'd like. Next, use this information to run a Salesforce report based on the specific geographic information you've gathered. Then, add the members of that report to a Salesforce campaign and select to use that campaign as a list.
Check out our blog post How to Use a Salesforce Report as an Email List, our guide Map Salesforce List Data or view our tutorial Build Lists Using Lead & Contact Queries for more detailed step-by-step instructions on creating targeted lists.
Okay, now that you know how to do it, why should you give it a try? We've compiled a list of our top geotargeting ideas. Check them out! And, feel free to comment and add to the list!
1. Events - Use geotargeting to promote events to residents of specific regions. Rather than send a mass email informing recipients of multiple events in various cities or states, use geotargeting to send a more specific invitation. This can increase both sign-up and attendance rates by making the invitation more relevant and exclusive.
2. Promotions - Notice low sales, subscriptions, or sign-ups in a particular area? Send a targeted promotion to low performing regions or use geotargeting to vary offers across low or high performing territories.
3. Personalization - Personalize messages by referencing local celebrations, events or landmarks. Your messaging will be more relevant, personal and effective. Moreover, recipients are more likely to feel they are being addressed by an individual instead of a large corporation.
4. Loyalty - Let your local customers know that you're nearby. This not only informs them that you are easily accessible, but allows you to foster a more personal and intimate relationship with them. Individuals are often more comfortable conducting business locally, especially when they know you share a city or state or that you're only a neighborhood or even a block away.
5. Subject Lines - Geotargeting can also be used in subject lines to increase open rates. Reference an individual's place of residence or even their hometown in your subject line to catch their attention. Recipients may be more likely to notice a message containing their city or state in the inbox over a generic subject line.
Want more on lists? Check-out the lists section of our VR for AppExchange helpsite for information and tutorials on managing lists, creating opt-in forms and queries, and list best practices.
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