Bridging Markets With Content
We have a client who’s a bit of a celebrity in his space.
That’s allowed him to build an email list of 40,000 people. That’s a list that’s ripe for monetising if I ever saw one.
But here’s the bad news…
The list isn’t segmented.
It’s not broken down based on any sort of criteria, be it target market, products purchased or anything.
Which is a big mistake.
It’s always best to segment so that you can write content for specific markets.
But if you’re in this situation, there is a solution…
Craft content that bridges markets. In other words, create content that appeals to everybody on your email list.
To do that, you’ve got to look at all of the markets on your list and ask yourself some key questions:
What are the problems?
What are the fears?
What are the frustrations?
What are the desires?
The key here is that the answers have to be general enough to bridge between the different markets in your list.
From there, you create content with the aim of engaging the entire list. Then, you can start to segment based on the analytics that come through for the content.
You can start to tag and segment based on opens, click thrus and so forth.
Then email by email you’ll start segmenting your list… which then lets you speak more individually to people on your list.