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Targeted Pitches Backfire if You Don’t Segment Your list

Here’s a great example of how you shouldn’t pitch a product or service by email…

A restaurant in St. Louis sought to expand its banquet and catering by targeting healthcare businesses.

So it created a promotional email touting its credentials, including its certification from the International Medical Meeting Professionals Association.

So far, so good. Not a bad idea to target a niche market. And when you target an industry, you establish credibility and trust if you have specialized certifications or association partnerships.

The email says, “We recently completed  training  to be certified by the International Association for Medical Meeting Professionals (IMMPA) in the government regulation of The Physician Payments Sunshine Act. We have IMMPA certification and can provide the peace of mind to our medical and device representatives that we will adhere to all regulations and proper billing procedures to protect their job.”

For all those medical and device representatives out there, this seems like good stuff and might be the very thing that leads to a sale.

But here’s where the restaurant went wrong: It sent this email to everyone on the list including people who are not in the healthcare industry.

In fact, two people in our office received this email. There are lots of criteria we apply when choosing a banquet hall or caterer. IMMPA certification is NOT one of them.

For those who aren’t in the healthcare field, receiving an email like that is confusing and frustrating. Was this a mistake? Why did I receive this? Why are they sending me this garbage? 

We say it all the time: It’s a great idea to target specific industries with your marketing. Targeted promotional emails can drive sales. But targeted is the key point. If you send everything to everybody every time, you will fill people’s inboxes with irrelevant, unwanted emails. Your open rates will drop. Your opt-out and spam-complaint rates will sky-rocket.

Before you send a niche email, segment your email list.

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