It isn’t spoken about nearly enough, but when it comes to being a small business, batch and blast just isn’t going to cut it anymore.
Batch and blast is when you take a generic email and send it to your entire database hoping that it will stick with at least one person on your list. But the age of throwing it at the wall and hoping it works out is over. As an independent travel agent, you wear a lot of hats, and one of them is being a marketer.
Don’t worry, Agent Studio’s Marketing Center is here to help. And we want to make it easier to be an expert marketer by pointing out some quick, easy to implement tips.
- Make sure you’re collecting more than just an email address
Having a name is a good start, but you shouldn’t stop there. Having a birthday is even better. When you see people in person or chat with them online, start taking notes on that person. What kind of vacation were they looking for? What kind of trip do you think they are most likely to take next? Write down all your observations and assumptions. You can enter this information right into your Marketing Center.
- Break this information into actionable categories
Think broadly first, such as age, location, trip interests, etc. But then don’t leave the niche opportunities out either. Knowing whether your customers are thrill seekers, foodies, art enthusiast, etc. can go a long way. Store all of this in categories so that you can begin building other people into them. Using these categories to segment your database within the Marketing Center is relatively easy to do.
- Go through your current list again
How many people do you know? What do you know about them? What can you add to their profiles? All of this will help you better understand your customer, more importantly it will help you target them better.
This exercise may take a bit of time, but it is going to set you up for success for every new person who signs up for your mailing list.
- Start getting a little more personal in your marketing emails
The majority of your database might be interested in one type of trip, but look at your second biggest pool of people- what are they interested in? Use your segments to send email messages that are much more relevant.
Open and click through rates increase astronomically when something feels personal. You can use the email analytics your Marketing Center provides to track your open and click through rates. Long gone are the days when it was enough to put their first name in the subject line. You have to be ahead of the curve now. Use email as your way to say, “Hey, I know EXACTLY what you’re looking for” and then provide it. Once you know what your customer is looking for, your Marketing Center has all of the content you need to cater to them.
Organizing your database for better email targeting is going to help in other areas too such as social media. You might even be surprised by some of the correlations you may find- there might be a much larger pool of your customers who are interested in something you didn’t expect. It’s time to start marketing to them.
So, take your lists, organize them, and your Agent Studio Marketing Center will make it easier to segment and send better email communications to your customers. They want to hear from you!