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Cheat Sheet For Marketers: 12 Things To Do and Don't By March 2012

20.05.12

By Tyler Garns, Infusionsoft

Each year, the marketing landscape changes in many subtle ways and in a few not so subtle. This past year was no different. New technologies, new tools, new strategies and new tactics have emerged and some of them have become mainstream overnight.

So, with all of the changes, how is a marketer to know what to do and what not to do.

Based on my personal experience as a marketer, the work I do at Infusionsoft, and the interaction I have each month with thousands of small businesses, here are my recommendations:

Do’s:

Segment by behavior

The “batch-and-blast” method of email marketing is old, worn-out, not very effective, and frankly, it’s annoying. So don’t do it. Get smart by segmenting your list and sending extremely relevant communications to small, targeted lists. Sure, it’s a little more work, but you’ll see much better response. You’ll stop ticking people off. You’ll reduce opt-outs. And conversions will increase. The most effective way to segment (without doing extensive surveying of your list) is by behavior. Track when people open your emails, click on particular links, attend webinars, visit certain pages of your site, and more. With this behavioral profile of your customers you can determine their interests. You can communicate with them on a very personal and relevant manner. And most importantly, you can do it en masse in the same way that you do one-on-one.

Source: Business Insider