When your would-be construction clients sign up for your email list, they’re hoping for valuable information that’s relevant to their goals and interests. Segmenting your list helps you meet your prospects’ expectations by delivering exactly what each type of prospect wants, whether that’s advice on choosing features for a new hotel or tips on remodeling the kitchen.
Relevance Earns Attention
Try to manage all your prospects on the same email list and you risk publishing content that’s so generic it appeals to no one in particular or content that interests only a small percentage of your readers at any given time. Segmenting your email list lets you focus on each type of prospects’ interests so you can hold their attention long enough to get your marketing message across.
List segmentation also lets you adjust your content based on where your prospect is in the buying cycle. You can provide educational material to prospects who are considering building a hotel some day, while sending more sales-oriented material those already narrowing down their choices of hotel construction firms. You’ll be able to guide your prospects from one stage of the buying cycle to the next with less risk of them dropping out because you promoted your services too hard or not hard enough.
Consistency Bolsters Your Reputation
Not only does relevant content encourage your readers to open the first few emails they get from you, but it also increases the chance they’ll keep reading. This gives you time to demonstrate your knowledge and expertise in a way that really speaks to your prospect. The better you show your prospects you understand their needs and can meet them, they more likely they’ll be to entrust their project to you.
A good reputation with a reader can even help boost the deliverability rate of your emails. You’ll avoid the situation in which your reader’s email server notices your emails are often ignored and starts automatically relegating them to the spam folder.